What is the bku cookie?
The bku cookie belongs to Oracle BlueKai, a Data Management Platform (DMP) acquired by Oracle and later folded into Oracle Advertising. BlueKai collects and organizes data about users' online behavior to build audience profiles used for advertising.
This cookie typically appears on sites running programmatic advertising scripts, remarketing tags, or integrations with DSP/SSP platforms that rely on Oracle's infrastructure. It is set on the .bluekai.com domain, so it functions as a third-party cookie relative to the site being visited.
What data it stores
The bku cookie stores a unique identifier associated with the visitor's browser, used to recognize it on subsequent visits across different sites within the Oracle BlueKai partner network. The exact value format is not officially documented and may vary.
Data collected through this identifier is sent to Oracle BlueKai's servers (bluekai.com domain) and may be combined with other behavioral signals — interest categories, pages visited, ad interactions — to build audience segments.
What it is used for
The main purpose is targeted advertising: Oracle BlueKai uses the cookie's identifier to link a user's visits across various sites, place them into audience segments (e.g., interests, purchase behavior), and allow advertisers to deliver relevant ads.
For a website operator, the presence of this cookie usually means the site runs a programmatic advertising tag or a marketing partner connected to the Oracle Advertising ecosystem, contributing to ad space monetization or remarketing campaigns.
Does it require consent?
The bku cookie falls under the marketing/advertising category. Under GDPR and the ePrivacy Directive (transposed in Romania via Law 506/2004), this type of cookie is not strictly necessary for the site's operation and requires the visitor's prior, explicit consent before being placed.
The website operator should:
- declare the cookie in the cookie policy, including provider, purpose, and duration;
- obtain active (opt-in) consent before loading the associated script;
- make withdrawing consent as easy as giving it.
How to block or delete bku
A visitor can delete or block this cookie via browser settings (for example, blocking third-party cookies or manually removing those associated with the bluekai.com domain). Anti-tracking extensions or "Do Not Track" settings can also reduce data collection.
For website operators, the recommended solution is using a Consent Management Platform (CMP) such as CookieFix, which automatically blocks marketing scripts — including those setting the bku cookie — until the visitor gives explicit consent.
Frequently asked questions
It's a marketing cookie set by Oracle BlueKai, used to track visitor behavior and build audience segments for targeted advertising.
It's not technically harmful, but it involves tracking a user's online behavior for advertising purposes, which is why the law requires prior consent.
Its typical duration is about 6 months, after which it expires automatically, though it may be renewed on a later visit if the user accepts marketing cookies again.
Yes. As a third-party marketing/advertising cookie set by Oracle BlueKai, it requires the visitor's explicit consent under GDPR and Law 506/2004.