BlueKai: Not Just a Data Warehouse Anymore

Ad tech firm expands its offerings

Ad tech firm BlueKai derived its name from a book, Blue Ocean Strategy, about identifying untapped markets. Originally that market was operating the Nasdaq for companies to buy and sell consumer data. Over the last year and a half, though, the five-year-old firm has looked to pivot from just buying and selling data to helping companies get the most out of it.