With Oracle Advertising, brands enriched their first-party data by matching it with third-party data from available marketplaces, creating audience segments that blended behavioral, demographic and other data.
In a modern data stack, first-party data is enhanced with partner data for optimized paid media reach and better performance through precise segmentation and modeling. Using a robust ecosystem and data partners like TransUnion, Acxiom and Merkle, first-party data is activated through a customer data platform (CDP) with data from the data warehouse.
Activation
Using tools within the Oracle Advertising Suite, brands created segments that were exported to paid media platforms for ad targeting, relying on third-party data—a method now becoming ineffective. Brands could alternatively use a media onboarder like LiveRamp, but this approach leads to workflow inefficiencies as well as expensive and dynamic costs.
In a modern data stack, activation is direct. By using a data warehouse with a CDP, brands can manage profile attributes, audience segmentation and journey orchestration across paid, owned, digital and offline channels. This approach offers more flexibility, allowing brands to interoperate across identity spaces and activate data directly with partners and walled gardens.
Measurement
With Oracle Advertising, brands could verify they were serving ads to real people and not bots, ensuring brand safety, and measure ad views, clicks and post-click behaviors to improve audience targeting, channels and creative strategies.
In a modern data stack, verification is handled by established players like Integral Ad Science and DoubleVerify. By centralizing data in a warehouse that connects to audience and orchestration functions, brands can manage behaviors using both first- and third-party profiles. The industry is shifting away from third-party cookie-based measurement, so brands should now centralize user and audience data in a data warehouse, utilizing analytics, measurement and marketing mix modeling or multi-touch attribution for comprehensive measurement.
A major shift means it’s time to reassess
Oracle’s decision to sunset the Oracle Advertising Suite marks a significant shift in the industry landscape. As businesses navigate these changes, it’s crucial to reassess their digital strategy and consider alternative solutions that align with evolving market dynamics. Whether leveraging emerging technologies or migrating to robust, future-proof platforms, organizations must prioritize agility and innovation to stay ahead in an increasingly competitive market.
