Oracle DMP (formerly Bluekai) technology makes it easier than ever to understand your customers on an intimate level. Analyzing both first- and third-party demographic, contextual, and behavioral data about customers and campaigns allows marketers to hone in on who their customers are, and be able to separate them into targeted audiences.
Centralized data sources
Oracle’s Data Management Platform centralizes data sources, unifies identities, provides access to the industry’s largest 3rd Party data marketplace affording you a holistic view of your customers. Coupled with the greatest reach into the top advertising destinations, Oracle DMP unlocks endless data-driven, customer-first advertising possibilities. The result is quicker acquisition of higher-value customers while achieving greater ad-spend efficiencies.
• Data and identity unification in a central, secure, and private cloud-based platform.
• Onboarding, advanced segmentation, audience creation, modeling and taxonomy
management available out-of-the-box.
• Enriched customer understanding though actionable insights.
• Integrations into Ad and MarTech ecosystems, across all channels and devices.
• Powerful, actionable campaign analytics for understanding audience reach, viewability,
customer journey and sales impact.
• Private identity management, data sharing and monetization capabilities.
• Data Rights Management applied to 3rd party data marketplace, ensuring compliant
DMP enables targeting the right consumers at the right time and improves the marketing efforts and simply saves millions on media budgets.
|Data onboarding||Yes||Connect offline data to online campaigns|
|Identity graph||Yes||Resolve disparate identities and deliver streamlined experiences|
|Audience insights||Yes||Gain a 360 degree view of customer segments|
|Audience creation||Yes||Queryable Data Lake and improved UX|
|Data marketplace||Yes||Access to the industry’s largest 3rd Party data marketplace|
|App marketplace||Yes||Targetting apps prebuilt and integrated, above 200 vendors available|
|AI modeling||Yes||Look Alike Modeling leverages AI creating audiences for any KPI.|
|Deliverability||Yes||Up to 95% data deliverability into the top Ad/MarTech destinations|
|Data usage reports||Yes||Reporting of usage of data, both by targetting channels and 2nd party data partners|
|Cross-device targeting||Yes||Cross-device targeting allows to unify campaigns across different types of mobile devices.|
|Web data ingestion||Yes||JS, API, PHP, others|
|Mobile data ingestion||Yes||SDK Android, iOS|
|CRM data ingestion||Yes||API, batch file transfer|
|1st party cookies collection||Yes||Collects any identifier|
|Others identifiers collection||Yes||TV devices, gaming platforms, other hashed indetifiers|
|Raw data export||Yes||API, batch file transfer|
|Taxonomy manager||Yes||Taxonomy manager and builder available online|
|Google DV 360||Yes||Google Search||Yes|
Privacy and security
|Data Ownership||Yes||100% data ownership|
|Data anonymisation techniques||Yes||No PII collected, all data anonymised or pseudo-anonymised|
|Data deletion||Yes||Delete data when requested|
|Data center location||USA||Data is stored outside EU region (USA)|
|GDPR compliant (EU)||Yes|
Strenghts / Weaknesses
|Identity graph available for all clients||Data center located in USA|
|Bidirectional raw data transfer||Lacking buil-in analytical capabilities in the product (available in other products)|
|Global big data platform that is cloud-based, designed for B2B and B2C.||Lacking Consumer Consent capabilities (must be managed externally)|
|Built upon the industry’s largest and most accurate people-based identity graph|
enabling seamless experiences across unknown and known channels.
|Home to the industry’s largest, native, third-party data marketplace unlocking robust|
audience insights and providing you immediate access to privacy-compliant audiences
|Flexible and media agnostic, maximizing data integrations inbound and outbound and|
configurable to support unique business models.
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Additional product information
As a marketer, data is your best resource. That’s why you need the right tool to manage your critical audience data assets. To gain a deeper knowledge of your customer, you need a robust data management platform (DMP) that can be used across programs.
Quality data ensures that marketers can deliver targeted, personalized messages to buyers that support and move them along the purchasing process in a natural way. However, collecting, analyzing, managing, and acting on this first- and third-party data is a complex challenge.
Defining what kind of data is most useful in terms of messaging, engagement—and ultimately ROI—is crucial. Nonessential data can compromise your marketing automation system and get in the way of building a single view of your customer. A sophisticated DMP will allow you to safely analyze and refine your datasets, so that only the most accurate data feeds your marketing efforts.
DMP vs CDP
How a CDP works with the data management platform is you have your customer profile, but now you want to know what your customers are doing outside your brand in real-time to take action on it using a DMP.