Oracle appears to have experimented with a mobile advertising solution five years ago. In December 2009, it launched the Oracle Communications Marketing and Advertising platform, which was designed to enable “network operators to securely execute targeted mobile advertising and marketing campaigns,” the company said in a press release.
The platform included self-service campaign management features, location and contextual targeting, push messaging and other capabilities. It is unclear if the platform still exists today. An Oracle spokesperson declined to comment on the platform’s status.
Even though it doesn’t have extensive mobile capabilities, BlueKai’s technology might be just enough to help Oracle move further into mobile advertising, said Mike McGuire, VP of research for mobile marketing at Gartner.
“Oracle seems to be more focused on just getting into digital marketing with basic mobile capabilities,” McGuire said. “From there they can focus on building out their data sets for mobile, which is becoming increasingly important.”
With global mobile ad spend expected to reach $18 billion by the end of this year, according to Gartner, it is likely that Oracle will continue to build out its mobile offerings.
The company has a long way to go in developing a mobile ad suite, however, said Munchbach. “Owning some technology for mobile advertising does not a viable player in the space make,” she said. “There are many other better-established vendors who remain well ahead of Oracle-plus-BlueKai when it comes to mobile and digital advertising.”
Oracle will have to move fast, as more nimble companies like Facebook, Google and Twitter continue to scoop up market share in the mobile ad space.