BlueKai: What It Is and Why You Should Block It
Learn about bluekai.com, how it tracks your browsing, and why blocking it helps protect your privacy.
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What is BlueKai?
BlueKai is a data management platform (DMP) owned by Oracle. Originally created in 2008 as a marketing startup in Cupertino, California, it was acquired by Oracle in 2014 for approximately $400 million. Since then, it has been known as Oracle BlueKai Data Management Platform, integrating into Oracle’s marketing suite alongside other tools like Eloqua and Responsys.
BlueKai specializes in collecting browsing data from internet users to help its clients personalize marketing campaigns. According to the company, it maintains around 700 million actionable profiles, which are used to target ads based on interests and behaviors.
How Does BlueKai Collect Data?
BlueKai acts as a third-party data collector. It places cookies and pixels on partner websites, such as Windows Live, HuffPost, Walmart, and Vimeo, to track visitors’ browsing activities. This includes pages visited, products purchased, newsletters subscribed to, and even unsubscribes. The company claims it does not collect sensitive information like financial data or health issues, but there have been incidents that contradict this claim.
Security Incidents
In 2020, TechCrunch reported that an unsecured BlueKai database was accessible on the open internet. Security researcher Anurag Sen found billions of records containing names, home addresses, emails, and web browsing activity. Oracle did not publicly disclose the incident immediately, despite California state law requiring such disclosures. This case illustrates how large-scale data collection can become a privacy risk.
Why Privacy Tools Block BlueKai
Blocking tools, such as browser extensions and blocklists, include bluekai.com in their lists because the domain is used to track users without explicit consent. By blocking the domain, the browser prevents BlueKai tracking cookies from loading, reducing the amount of data collected about you.
Limitations of DNS Blocking
It’s important to understand that DNS-based blocking, which prevents the resolution of the domain name to an IP address, has limitations. It does not remove ads served from the same domain as the content you are viewing, especially if the advertiser uses a different domain. Additionally, blocking does not hide your IP address, as traffic still passes through your ISP. In some cases, blocking can break the functionality of sites that rely on BlueKai scripts, such as news portals that use content personalization.
Useful Tools
For those seeking more control over their data, tools like the hancock99, which offers protection against trackers, can complement basic measures. However, remember that no tool provides a total solution to online privacy; it is always good to combine blocking with safe browsing habits.
The Future of BlueKai
In 2024, Oracle announced it will shut down its advertising business, including BlueKai. The business was supported through the end of September, 2024. Despite this, many third-party data-collecting domains remain active, so vigilance is still needed.
Conclusion
BlueKai is a classic example of a mass data tracker, and blocking it is a prudent measure to reduce exposure. Although the company says it does not collect sensitive data, security risks and lack of transparency justify attention. By blocking this domain, you limit tracking, but you must be aware of technical limitations. For more robust protection, consider using a more comprehensive blocking tool like the hancock99, along with maintaining good browsing practices.