“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Robin Opie, vice president of data science at Oracle Data Cloud. Digital marketing offers a seemingly limitless number of different measurement metrics to evaluate campaigns. Some are confusing and worthless, […]
Are programmatic advertising and creative storytelling finally coming together in a meaningful way? It’s a good question to ask at the Cannes Lions festival, where the whole point is creativity – or it used to be, before the twin powers of data and media started elbowing in on the joint a few years back. But […]
Edmunds.com is revving up its audience data strategy through an exclusive hookup with Oracle Data Cloud. The partnership, announced Thursday, gives the car shopping info site the ability to scale its efforts around audience-based buys, said Jennifer Dodez, Edmund’s executive director of programmatic and data solutions. “We’ve had a lot of demand for our data […]
YouTube is starting to measure the offline sales lift for consumers exposed to its viewable video ad format TrueView. Through a tool called DLX ROI Sales Lift for YouTube, developed in partnership with the Oracle Data Cloud, Google is telling CPG advertisers that its video ads not only have brand impact, but that they drive […]
With Oracle’s acquisition of Israeli cross-device vendor Crosswise on Thursday, the number of independent cross-device vendors is getting thin on the ground. Although Oracle declined to comment or disclose details around the transaction, The Times of Israel reported a deal price in the neighborhood of $50 million, citing a source with knowledge of the matter. […]
Updated Oracle has signed an agreement to acquire AddThis, a social bookmarking startup that has since transitioned into a publisher audience platform, for an undisclosed sum. Oracle’s Data Cloud, which combines Oracle’s earlier acquisitions of BlueKai and Datalogix, will benefit the most. Making an acquisition has become a holiday-time tradition for the enterprise giant. “Oracle Data Cloud is the […]
Oracle 1.0 was more about databases than device graphs. But as Oracle methodically built out a Marketing and Data Cloud, that changed. For the latter, marrying data management platform BlueKai with offline data tool Datalogix unlocked new capabilities. For instance, it can validate metrics that purport to measure links between TV, digital and sales. Oracle […]
Which is better – deterministic data or probabilistic data? It’s a trick question because the answer is “both.” Even Google – whose first-party cross-device logged in user base likely trumps anything anyone other than Facebook could muster deterministically – uses a combination of logged-in user data and statistical matching. With privacy in mind, Google’s recently […]
After Oracle bought data-management platform and exchange BlueKai last February, it essentially split the company in two. The Oracle Marketing Cloud reaped the benefits of BlueKai’s DMP while BlueKai’s Audience Data Marketplace formed the basis of the Oracle Data Cloud. Still, there’s overlap. “We have a very rich history with these two lines of business working […]
When Oracle bigwigs gathered Tuesday in New York to discuss the company’s platform strategy, they focused on data’s central role – which makes sense given Oracle’s acquisitions of Datalogix and technology and services platform BlueKai. Oracle’s data investments, as they pertain to the Oracle Marketing Cloud, manifest through the Oracle Data Cloud initiative spearheaded by […]
When Oracle acquired data technology and services company BlueKai in February, the product roadmap seemed to split. Down one avenue, BlueKai’s data-management platform (DMP) would plug a hole in the company’s Oracle Marketing Cloud stack. The second avenue circles BlueKai’s vaunted data exchange, Audience Data Marketplace. Marketing Cloud SVP and GM Kevin Akeroyd was the […]
