FORTUNE -- Oracle (ORCL) today announced an agreement to acquire BlueKai, a Seattle-based cloud platform for intent-focused data exchange. Or, put another way, it aggregates consumer data to better target online advertising and marketing efforts.
No deal terms were disclosed, but a source close to the situation tells Fortune that the price-tag is "a little above" $400 million. Most of that is in cash, but also included is some Oracle stock tied to employee retention.
BlueKai had raised around $40 million in VC funding since 2008, from investors like Battery Ventures, GGV Capital and Redpoint Ventures.
The acquisition remains subject to regulatory approval, with Oracle and BlueKai expected to operate independently until the transaction closes.
Sign up for Dan Primack's daily email newsletter on deals and deal-makers: GetTermSheet.com
|5 people you might not tip (but should)|
|Oklahoma bans local minimum wage increases|
|Premarkets: Stocks get a boost from earnings, China GDP|
|New York's hottest nightclub... for kids|
|Want to make money as a landlord? Try Detroit|