Why FUD Related to the Death of Oracle Advertising Is Overstated

The data market is now more mature than it has ever been and more important to marketers as well This is especially true as the pace of thirdparty disintermediation speeds up zero and firstparty data are more important than ever and the majority of buyers who tap into resellers that are not highly differentiated find their way to the sourcesDonamp8217t get me wrong Oracle Data Cloud was certainly vital to many marketers for many reasons But if anything its farewell at the end of September isnamp8217t hampering its top data partners like us itamp8217s actually flooding our business with direct requests for very fundamental market reasonsFirst and foremost premium data remains todayamp8217s industry optimizer and accelerator Without it every single brand would freeze That fact coupled with the decline of the thirdparty cookie creates a healthy tension in our ecosystem that forces companies like ours to constantly double down on our zero and firstparty data models to deliver on the top three needs thatamp160the majority of modern marketers demand precision targeting enhanced ROI and consumer insights While those three needs sound simple the type of data and data science thatamp8217s required to ensure a marketeramp8217s message is getting to the right audience is being used hyperefficiently and provides the best lens and analysis of consumers is never easy always changes and today is using more advanced applications of AI and data science than ever before to remove biases and historical challenges of the past Like medicine and other sciences it is a practice that never perfects and always evolvesOne bridge from the past to the present that has helped unite the industry and is determining which players survive and which ones thrive in todayamp8217s market is identity graphing In our case our model of connecting IP addresses emails physical addresses and mobile IDs to extensive data including demographics financial status media usage and buying behavior while adhering to privacy standards like Universal ID from TradeDesk UID 20 RampID from LiveRamp and encrypted data sharing attracted many to usWith Oracle shuttering the demand for audiences is also greater than ever Again in a scenario like Oracleamp8217s marketers arenamp8217t simply willing to forego audience reach especially with a busy holiday season ahead and optimism spiking as it always does pre and postelection Without access to those audiences thereamp8217s a lot they lose particularly the abilities to optimize campaigns increase engagement and measure successFinally for more sophisticated marketers itamp8217s always all about understanding consumers On that front to go dark because one partner has exited the stage in todayamp8217s market is simply a nonstarter Those marketers have a deep desire to truly understand the socioeconomic behaviors of their shoppers to decode multicultural preferences and insights into the financial and communication preferences habits and behaviors that drive us all from ad impression to purchaseIf Oracleamp8217s exit has reinforced one thing itamp8217s ultimately that the ad world we currently live in is hungrier than ever for highoctane data and those that offer it are set to boonPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Why FUD Related to the Death of Oracle Advertising Is Overstated

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Barney Marvin

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Why FUD Related to the Death of Oracle Advertising Is Overstated

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