ORACLE BLUEKAI, part of the Oracle Marketing Cloud, offers a cloud-based data management platform that gives companies the ability to personalize their online, offline and mobile marketing campaigns across all channels with rich information about their target audiences.

The BlueKai/IRI partnership allows IRI clients to activate campaigns for both syndicated and custom purchase-based targets. CPG manufacturers, agencies and media planners/buyers can use this purchase-based data to effectively identify and target customers at scale.