Oracle to buy online data management start-up BlueKai
(Reuters) - Oracle Corp said it would buy online data management start-up BlueKai to bolster its marketing platform.
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 (240 million pounds).
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.
Oracle's shares closed at $38.10 on Friday on the New York Stock Exchange.
(Reporting by Abhirup Roy in Bangalore; Editing by Kirti Pandey)
