Home AdExchanger Talks Podcast: Consulting The Oracle
PODCAST: AdExchanger Talks

Podcast: Consulting The Oracle

By

SHARE:

AdExchanger Talks is a podcast focused on data-driven marketing. Subscribe here. This episode of AdExchanger Talks is supported by StackAdapt.

Among the “Big Three” marketing clouds – Oracle, Adobe and Salesforce – Oracle has been the most active on mergers. The list of its acquisitions is long: Eloqua, Responsys, Maxymiser, BlueKai, Datalogix, Moat, Grapeshot, Crosswise, AddThis. These are divided into two separate holdings: Oracle Marketing Cloud and Oracle Data Cloud.

Today on the podcast we hear from Dave Helmreich, group VP of Oracle Marketing Cloud (OMC). Helmreich notes that each marketing cloud has its own unique strengths: Adobe is the creative giant, while Salesforce rules the customer record.

And Oracle? It’s the data expert, of course.

“We’ve spent 40 years focused on customer data management,” he says. “It’s in our DNA. There isn’t a larger company in the world that has spent more effort, money, time and energy on managing customer data globally.”

In this episode he describes how OMC aims to capitalize on that legacy as client organizations embrace greater accountability.

“Long gone are the wildly creative CMOs that are only focused on massive branding conversations. It’s a rare exception where a marketer isn’t focused on return on spend, gross revenue, customer lifetime value,” he says. “And that change … absolutely aligns us with where marketers are going.”

Also in this episode: behind the scenes at Oracle, the rise of CDPs, consolidation in marketing tech.

Must Read

Online Advertising

Intent IQ Has Patents For Ad Tech’s Most Basic Functions – And It’s Not Afraid To Use Them

An unusual dilemma has programmatic vendors and ad tech platforms worried about a flurry of potential patent infringement suits.

Publishers

TikTok Video For Open Web Publishers? Outbrain Built It.

Outbrain is trying to shed its chumbox rep by bringing social media-style vertical video to mobile publishers on the open web.

Digital Out-Of-Home

Billups Launches Attention Measurement For Out-Of-Home

Billups, a managed services agency that specializes in OOH, is making its attention measurement solution and a related analytics dashboard available for general use.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
US District Court for the Eastern District of Virginia, Alexandria
Google antitrust trial

The Google Ad Tech Antitrust Case Is Over – And Here’s What’s Happening Next

Just three weeks after it began, the Google ad tech antitrust trial in Virginia is over. The court will now take a nearly two-month break before reconvening for closing arguments right before Thanksgiving.

Jounce Media's Chris Kane at Programmatic IO NY on Sept. 25, 2024.
Publishers

The Bidstream Is A Duplicative, Chaotic Mess – But It Doesn’t Have To Be That Way

Publishers are initiating more and more auctions – but doesn’t mean DSPs are listening to more bids, according to Chris Kane.

Publishers

Readers Are Flocking To Political News, Says WaPo – And Advertisers Are Missing Out

During certain periods this year, advertisers blocked more than 40% of The Washington Post’s inventory over brand safety concerns.

Popular

  1. AdExchanger Content Studio

    How Different Generations Will Shop This Holiday Season

    The holiday season is here, and understanding how different generations plan to shop can help you tailor your messaging, media planning and creative based on the generation you’re targeting.

  2. Online Advertising

    Intent IQ Has Patents For Ad Tech’s Most Basic Functions – And It’s Not Afraid To Use Them

    An unusual dilemma has programmatic vendors and ad tech platforms worried about a flurry of potential patent infringement suits.

  3. Beth Egan, Associate Professor of Advertising at Syracuse University’s S.I. Newhouse School of Public Communications
    OPINION: Data-Driven Thinking

    Breaking Up Google Could Hurt Small Businesses

    Google isn’t perfect. But it offers convenient, cost-effective advertising tools that millions of small businesses use to find customers, grow and succeed. If the DOJ breaks up the company, it will also break those tools.

  4. PODCAST: The Big Story

    The US v. Google Witnesses Have Spoken – Now What?

    It’s a wrap on the US v. Google antitrust case, at least for now. Then, behind the IP infringement claim on the OpenRTB spec that ruffled feathers at the IAB Tech Lab.

  5. Measurement

    As Lyft’s Media Network Matures, It’s Adding More Measurement Into The Mix

    Lyft’s media network has grown a lot in two years. On Tuesday, the rideshare company announced a new slew of partnerships to boost its measurement capabilities for ads across its network.