We recently sat down with Dan Loewenberg, head of partner development, TV/Video Platforms at Oracle Data Cloud, to chat about the opportunities for audience targeting and measurement in 2019. As an ad tech veteran at a leading data management platform (DMP), Dan had some great insight and wisdom to share with us.
How does Oracle branded audience data differ from that of other partners?
The significance of Oracle Data Cloud assets is in both the breadth and quality of the data, encompassing over 90 percent of U.S. households. Oracle Audiences are built by combining the best offline purchase-based, online intent, and online in-market data sets in the industry — assets from our acquisitions of AddThis, BlueKai, and Datalogix (DLX). Oracle Audiences is a vertically optimized taxonomy that is aligned to the purchase path for verticals, seasons, and lifestyles.
- Oracle DLX Audiences are sourced from offline verified data, including deep product offerings across automotive, CPG, and retail verticals. These audiences are built from 115 million U.S. households, 10 billion SKU-level transactions, over 1,500 leading brands, and $5 trillion in consumer spending data.
- Oracle BlueKai Curated Audiences are aggregated from top data providers in seven key vertical markets, such as automotive, CPG, travel, financial, and more. This data is organized and qualified by a team of classification taxonomists to ensure that all users tagged in an audience have indeed taken actions online to declare themselves as such.
- Oracle AddThis Audiences are built from aggregated online actions taken by unique visitors on every page across our 15 million site-strong publisher network. This proprietary blend of observed and declared data yields a holistic picture of the true web habits, interests, and preferences users reveal when browsing online.
We also have relationships with top-tier branded data providers to offer our customers access beyond Oracle-branded offerings.
Oracle has made a number of acquisitions over the past few years. Can you explain a bit about the Oracle Data Cloud strategy and vision for audiences?
At Oracle Data Cloud, we believe in an audience-first strategy for marketers — reaching the right consumer in the right context in a brand-safe environment. Today’s marketers often work with lean budgets, so spending marketing dollars efficiently against consumers that are predisposed to have an interest in the advertiser’s brand — at a time they have a mind set to pay attention — is the best way to minimize wasted media spend.
The combination of first- and third-party data delivers a one-two marketing punch that gives marketers a powerful view into the interests, preferences, affinities, and behaviors of customers and prospects alike. While first-party data is a gold mine, it is finite, and growing the pool of potential buyers with third-party data allows marketers to expand audience reach and extract more value from their own assets. With more than 45,000 pre-built audiences spanning demographic, behavioral, B2B, online, offline, and transactional data, Oracle Data Cloud brings together more data into a single location than any other solution.
When marketers successfully combine and utilize this wealth of data about how and where their best consumers shop and conduct other activities, it becomes possible to attract new customers and retain existing customers in a highly targeted manner at scale.
How does Oracle Data Cloud differentiate itself in a crowded market?
We are focused on helping our clients and partners capture consumer attention in the right environments to drive growth for their businesses. Trying to simplify what can be a complicated journey is not just critical to our success as a company but also critical to our success as an industry. And none of us in ad tech are strangers to complication, as our business models are as layered as the collective challenges we face.
Oracle Data Cloud is unique in that it has a comprehensive solution that encompasses data assets for audience, context, and measurement. This allows us to understand the challenges that face our partners individually and how we can use a combination of solutions to meet their unique needs and help them achieve better business outcomes. We acknowledge that there is no one-size-fits-all solution and, in this ever-changing market, our customers are looking for adaptability and accountability — which are qualities that we live by at Oracle Data Cloud.
It would be remiss if I didn’t touch on our differentiated data assets. At Oracle Data Cloud, we curate audiences for a wide variety of verticals, such as CPG, auto, retail, financial services, and media and entertainment — in addition to relationships with numerous branded data providers that allow us to benefit from robust and specialized audiences from category leaders. By acquiring and curating these data assets to meet the needs and objectives of marketers in specific verticals, we can provide relevant and industry-leading solutions for our clients.
We currently work with 199 of the top 200 U.S. advertisers and the scale of our data is truly market leading. Marketers need a partner that puts identity first to avoid wasted budgets and bad brand perceptions — the Oracle ID Graph solves for that, seamlessly converting data into digital identities by combining the best data sources and data science techniques to ensure you get identity right every time.
How should customers determine which Oracle Data Cloud segments to use?
At Oracle Data Cloud, we understand the delicate balance that comes between choosing granular audiences and the need to select scalable segments — and that the right compromise is not always clear. For this reason, we created The Data Hotline, a service dedicated to ensuring that the experience for our customer is a seamless one. Customers can reach out and connect with one of our partner solutions consultants who will work with them directly or point them to the appropriate contact to determine which solutions are the best fit for their needs. In addition, we have a Sales Team dedicated to the SpotX partnership to ensure the success of the integration across the board, driving ease of access and results-oriented consultation for our customers.
Where have your customers found the most success targeting?
Success for our customers comes in a multitude of shapes and sizes. It depends on numerous factors — what their KPIs are or what subjectivities need to be considered to address the unique needs of the brand. We encourage our customers to put data at the center of their digital strategy, which means planning campaigns with an audience-first approach with data at the core. Audiences then become the beating heart of marketing initiatives, meaning that strategies for TV, social, digital, programmatic, email, etc. are all driven from the same audience data.
Centralized audience planning boosts campaign effectiveness by utilizing data to increase reach, reducing media waste by suppressing irrelevant audiences, and enabling advertisers to deliver customized messaging based on where audiences are in the buyer’s journey. Oracle Data Cloud customers find the most success when they’re able to tie an audience-first approach to measurable results. By utilizing data to tell a story, our customers can leverage those insights to optimize their campaigns further and improve business outcomes.
What are the 1-3 key things you want readers to take away from this post?
After reading this post, I would want readers to come away with the notion that:
- Oracle Data Cloud is best-in-class across audience, context, and measurement with proven results to drive successful business outcomes.
- We have a multitude of relationships throughout the ecosystem spanning across SSPs, DSPs, consumer platforms, and publishers that provide a connection point for brands and agencies to apply our solutions.
- We are results-oriented with a dedicated team of experts on The Data Hotline to assist with guiding product usage and fostering favorable outcomes.
This article was written by Dan Loewenberg, head of partner development for TV and video platforms at Oracle Data Cloud. Dan and his team focus on building partnerships with key TV and video platforms across the ecosystem. Having spent his entire career in the programmatic space, Dan is excited for the years ahead as the worlds of television and digital continue to converge.