Oracle Data Cloud

Overview

Oracle Data Cloud (formerly BlueKai and incorporating Datalogix and AddThis data assets) is a data management platform (DMP) and data marketplace that enables advertisers to build, enrich, and activate audience segments using a combination of first-party website data and Oracle's extensive third-party data graph. When detected on a website, Oracle Data Cloud scripts are collecting behavioral signals to classify visitors into audience segments that are traded and activated across the programmatic advertising ecosystem.

What This Script Does

Oracle Data Cloud deploys data collection tags on publisher and advertiser websites to build and enrich audience profiles.

• Scripts loaded: The Oracle Data Cloud tag (formerly BlueKai tag) loads from tags.bluekai.com or Oracle's data collection infrastructure, initializing audience data capture
• Data collection: The tag captures behavioral signals including page URLs, content categories, product views, search queries, and custom data attributes passed by the site operator. These signals classify the visitor into Oracle's taxonomy of audience segments (e.g., "in-market for SUVs," "luxury travel intender," "health-conscious shopper").
• Cookies set:
  • bkdc — Third-party cookie on bluekai.com. BlueKai data collection cookie for visitor identification and segment assignment.
  • bku — Third-party cookie on bluekai.com. User identification cookie for the Oracle Data Cloud network.
  • bkpa — Third-party cookie on bluekai.com. Audience data cookie linking the visitor to Oracle's audience taxonomy.
• Cookie syncing: Oracle Data Cloud performs extensive cookie sync operations with demand-side platforms, supply-side platforms, and other data providers, matching visitor identifiers across dozens of advertising technology partners to build cross-platform audience profiles.
• Data marketplace: Visitor segments built from website data can be made available in Oracle's data marketplace, where advertisers purchase audience segments for targeting across programmatic advertising campaigns.
• Data collected: Browsing behavior, content consumption patterns, inferred interests, demographic attributes, and purchase intent signals. These are matched against Oracle's offline data assets (purchase data from Datalogix) to create enriched profiles.

Consent & Compliance

Oracle Data Cloud falls under both marketing and analytics consent categories.

Under GDPR and ePrivacy, Oracle Data Cloud requires explicit opt-in consent. The platform sets third-party cookies on bluekai.com for cross-site visitor identification, performs cookie syncing with numerous advertising partners, and trades visitor audience segments in a data marketplace. This constitutes extensive personal data processing for advertising under GDPR. The cookie sync network and data marketplace model create wide data dissemination that amplifies privacy concerns. Oracle shut down the AddThis data collection tool in 2020 and has adjusted Data Cloud offerings in response to GDPR enforcement and third-party cookie deprecation.

Under CCPA/CPRA, Oracle Data Cloud's model is a textbook case of "selling" and "sharing" personal information. The collection of behavioral data, classification into audience segments, and sale of those segments through a data marketplace constitute both selling (exchanging personal information for monetary consideration) and sharing (for cross-context behavioral advertising). The platform has faced significant CCPA scrutiny.

Should You Block This Without Consent?

Yes. Oracle Data Cloud is a data management platform designed to collect behavioral data, classify visitors into audience segments, sync identifiers across advertising platforms, and trade audience data in a marketplace. Block all Oracle Data Cloud tags and cookie sync pixels until the user grants marketing consent.