Software giant Oracle is boosting its bid to be a major player in the digital advertising world by acquiring BlueKai, a data and technology services company.
Industry reports are estimating the purchase from $350 million to $400 million. All told, Redwood City, Calif.-based Oracle has spent at least $3 billion while building out its portfolio with a string of vendor buys in the last two years.
In December 2013, it purchased digital marketing services company Responsys for $1.5 billion. It acquired marketing automation firm Eloqua for some $800 million in December 2012. Earlier in '12, it bought social-marketing-based firms Involver, Collective Intellect and Vitrue. The latter cost $300 million.
If the BlueKai sale goes through as expected, Oracle will have a notable data-management platform in its stable.
"The addition of BlueKai to the Oracle Marketing Cloud enables marketers to act on data across both known customers and new audiences and precisely target customers with a personalized message across all channels," Steve Miranda, evp, applications development, Oracle, said in a statement.