The sudden announcement that Oracle is shutting down its advertising business has sent ripples through the industry. For many companies, this news is particularly troubling as they have come to rely on Oracle for specific capabilities critical to their 2024/5 strategies. Advertisers, publishers, and adtech companies are scrambling to find replacements. There’s a financial incentive for many companies to step up, and the industry is seeing a divide between those offering continuity and those driving innovation. We are making the case for driving innovation.
We’ve put together a few tips to help guide advertisers through this transition with as little interruption to campaigns as possible.
Let’s avoid making mistakes by acting too quickly. There’s an opportunity in this to find providers that allow for a more robust selection of off-the-shelf and custom business and consumer data segments and offer modern hyper-targeted AI generated segments– which will facilitate your multi-platform activation, provide a wide variety of audiences, safeguard data privacy and security by making sure audience data is privacy compliant, and improve performance of your campaigns. Take the time to evaluate the additional data vendors in this space.
Before you start looking to replace Oracle Data Cloud/BlueKai, take a quick assessment of the audiences you currently use. Are they business or consumer? Are they branded or curated? Were you using for programmatic, contextual, CTV, DOOH, audio, in-game? Dig into the data and figure out which services are providing the most value, and how to communicate to your new providers the targets, goals and KPIs you need to hit.
A significant challenge is ensuring that you can still reach your best target audiences. Numerous data providers who previously sold their data via Oracle have also been affected. Media buyers must verify that these audience segments are accessible in other marketplaces to prevent campaign disruptions.
As third-party cookies are being deprecated this year, it’s crucial to continue strengthening your universal ID strategy by leveraging enriched and enhanced first-party data. By integrating and optimizing this data, you can ensure you are reaching the right audience with personalized and effective marketing campaigns that drive customer engagement and loyalty. Additionally, focusing on first-party data ensures greater privacy compliance and builds a stronger foundation for long-term, data-driven success.
Reaching the right audience is crucial in today’s digital landscape. At Data Axle, we offer high-performing standard and custom business and consumer audience segments to help you connect with your target audience online.
Ranked as a B2B Data Leader by Forrester and consistently topping consumer data reviews, our focus on data quality translates directly into performance for our customers. Here’s a glimpse of what we offer:
We use hundreds of different attributes to build our audiences, ensuring accurate targeting across all major programmatic marketing and advertising platforms and through email.
Our standard audience segments are built using deterministic data sources and do not rely on non-PII-based sources like IP addresses, device fingerprinting, or bid stream data. Our data is available in public data marketplaces such as DMPs, DSPs, and data exchanges like LiveRamp, the Trade Desk and Lotame.
While Oracle’s exit from the advertising business presents challenges, it also opens up opportunities for innovation and improvement. By remaining well-informed, advertisers can successfully navigate this transition and position themselves for future success in the evolving adtech landscape. Let us help you become a more responsive, agile, and profitable organization. Contact us today.
In his role as Senior Vice President of Technology Solutions, Sal is engaged in managing a corporate-wide product vision and strategy to create and maintain leading-edge marketing products and services that are consistent across all divisions. He is known throughout the industry for his consultative approach to identifying solutions for clients’ database marketing and data processing needs.