Oracle DMP

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
data use.

About DMP

DMP enables targeting the right consumers at the right time and improves the marketing efforts and simply saves millions on media budgets.


Pricing: upon request
Pricing model: Paid
Free / trial option: no


Vendor: Oracle Inc.
Founded: 1977
Origin: USA
License: licensed


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Key Features

Data onboardingYesConnect offline data to online campaigns
Identity graphYesResolve disparate identities and deliver streamlined experiences
Audience insightsYesGain a 360 degree view of customer segments
Audience creationYesQueryable Data Lake and improved UX
Data marketplaceYesAccess to the industry’s largest 3rd Party data marketplace
App marketplaceYesTargetting apps prebuilt and integrated, above 200 vendors available
AI modelingYesLook Alike Modeling leverages AI creating audiences for any KPI.
DeliverabilityYesUp to 95% data deliverability into the top Ad/MarTech destinations
Open APIYes
Data usage reportsYesReporting of usage of data, both by targetting channels and 2nd party data partners
Cross-device targetingYesCross-device targeting allows to unify campaigns across different types of mobile devices.
Web data ingestionYesJS, API, PHP, others
Mobile data ingestionYesSDK Android, iOS
CRM data ingestionYesAPI, batch file transfer
1st party cookies collectionYesCollects any identifier
Others identifiers collectionYesTV devices, gaming platforms, other hashed indetifiers
Raw data exportYesAPI, batch file transfer
Taxonomy managerYesTaxonomy manager and builder available online

Targeting partners

Google DV 360YesGoogle SearchYes

Privacy and security

Data OwnershipYes100% data ownership
Data anonymisation techniquesYesNo PII collected, all data anonymised or pseudo-anonymised
Data deletionYesDelete data when requested
Data center locationUSAData is stored outside EU region (USA)
GDPR compliant (EU)Yes

Strenghts / Weaknesses

Identity graph available for all clientsData center located in USA
Bidirectional raw data transferLacking 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.

Screenshots gallery

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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.


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.