There is a metric called time to live (ttl) that cycles users out of an audience after x days. Technically they can live in bluekai forever, but pretty much all

There is a metric called time to live (ttl) that cycles users out of an audience after x days. Technically they can live in bluekai forever, but pretty much all platforms default ttl to like 120 days and then advertisers pare it down even more. Oracle's data transfer/storage costs are meaningless since this business unit in oracle just exists to establish market share - they're not trying to make money yet. Other company's data costs are what cause oracle to store/deliver less.