Oracle To Buy Online Data Management Startup BlueKai

Features Reuters

Oracle Corp said it would buy online data management startup BlueKai to bolster its marketing platform.

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BlueKai collects and analyzes online ad data, helping advertisers personalize online and offline marketing campaigns.

Oracle, the world's No. 2 business software maker, did not disclose the value of the deal.

However, Business Insider reported last week that Oracle was looking to buy BlueKai for about $400 million. ()

Oracle bought web-based marketing software maker Responsys for about $1.39 billion in December to expand its cloud-computing services.

The company acquired Eloqua, a maker of web-based marketing automation software, in December 2012.

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Oracle's shares closed at $38.10 on Friday on the New York Stock Exchange.