Oracle announced on Monday that it has signed an agreement to acquire cloud-based big data platform BlueKai, which offers a solution for personalizing marketing campaigns.

According to Oracle, BlueKai has the “world’s largest third party data marketplace to augment a company’s proprietary customer data with actionable information” with over 700 million profiles.

The company intends to integrate BlueKai with its Responsys offering for B2C purposes as well as Eloqua for B2B.

“Modern marketers require new ways of acquiring, centralizing, interpreting, and activating customer data across marketing channels so that they can enhance the customer experience and maximize the return on their marketing spend,” said Steve Miranda, Executive Vice President, Applications Development, at Oracle. “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.”

“As a leader in marketing data management, BlueKai’s innovative products convert fragmented and disparate marketing data into high-performance results for companies,” added BlueKai CEO Omar Tawakol. “We are thrilled to join Oracle and extend Oracle’s Customer Experience portfolio to include the industry’s most effective big data cloud platform for marketers.”

Terms of the deal were not disclosed. AdExchanager estimates it at between $350M and $450M.

Image via BlueKai