• Badge: ⚠️ Caution
• Red Flags:
  • RF1 — Own advertising / cross-service profiling
  • RF3 — Broad onward sharing for others' own purposes
• Risk Indicators:
  • Own-purpose data use; problematic profiling; opaque onward data sharing

Key Facts: Oracle BlueKai is a Data Management Platform (DMP) that aggregates cross-publisher audience data from multiple sources and shares it with advertising partners for their own targeting purposes — core RF1 and RF3. Oracle/BlueKai suffered a major data breach in 2020 exposing billions of records (reported by TechCrunch). Oracle has absorbed BlueKai into the Oracle Advertising portfolio; some features deprecated post-2023. US transfer (RF2 consideration).

Framework Note (v2.2): FRAMEWORK NOTE (v2.2): RF2 (high-risk third-country exposure) is recorded here as a significant risk factor and lowers the domain E score. Under the revised framework, RF2 alone does not trigger Caution — the Caution badge for this service is driven by RF1 / RF3 / RF4 (as noted above). The US transfer risk (where applicable) is covered by DPF participation and/or SCCs, which GDPR treats as a compliant transfer mechanism.

Quellen:

• Oracle BlueKai (oracle.com/cx/advertising/data-management)
• Oracle Privacy Policy (oracle.com/legal/privacy)
• TechCrunch BlueKai breach report (Jun 2020).

• Support marketing analytics
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• Customise online ads (non-TCF)

• TPP Notified?: Not yet notified
• Decision Contested?: [nicht dokumentiert]