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

Publishers

How Encryption Keys Could Resolve The TID Furor

Rather than sharing universal TIDs that any DSP or curator can access, Raptive says publishers should instead share encrypted TIDs with an encryption key provided only to trusted demand-side partners.

Digital Out-Of-Home

Clear Channel Brings Mid-Flight Measurement To Its OOH Network

Clear Channel will provide advertisers weekly, mid-flight reports on outcomes driven by its inventory in order to bring OOH measurement closer to the speed of digital.

FTC Commissioner Mark Meador speaking at the NAD's annual conference in Washington, DC on Sept. 16, 2025. (Photo: Brian O'Doherty)
Federal Trade Commission

FTC Commissioner Mark Meador: ‘No Human Society Can Long Survive Without Consumer Trust’

Keeping American kids safe in what FTC Commissioner Mark Meador calls “an increasingly complex and fast-paced technological environment” is a top priority for the agency.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: "Deal ID, please."
Commerce

Amazon Expands Its Programmatic Integration With SiriusXM

On Tuesday, Amazon DSP announced an expanded integration with satellite radio company SiriusXM.

Rembrand merges with Spaceback
ad tech M&A

Omar Tawakol Is Merging His AI Startup Rembrand With Spaceback

Rembrand announced that it’s merging with creative automation startup Spaceback to build a unified AI-powered platform for “content-based” CTV, digital video and display.

A comic depicting people in suits setting money on fire as a reference to incrementality: as in, don't set your money on fire!
Commerce

Retail Media Is Starting To Come To Grips With The Fact That We All Know Nothing

Retail media is entering what might be called its Socratic phase. The closer we to get to understanding an ad campaign’s real impact and business results, the clearer it is that we have no idea how this thing works.

Popular

  1. Digital Out-Of-Home

    Clear Channel Brings Mid-Flight Measurement To Its OOH Network

    Clear Channel will provide advertisers weekly, mid-flight reports on outcomes driven by its inventory in order to bring OOH measurement closer to the speed of digital.

  2. CTV Roundup

    Three Predictions That Everyone At CIMM Thinks Will Be Fact By 2030 (And One They Didn’t)

    What will the ad tech industry look like five years from now? The audience at CIMM’s Summit earlier this week weighed in with their predictions.

  3. Publishers

    How Encryption Keys Could Resolve The TID Furor

    Rather than sharing universal TIDs that any DSP or curator can access, Raptive says publishers should instead share encrypted TIDs with an encryption key provided only to trusted demand-side partners.

  4. AI

    Amazon Ads Introduces Agentic Functions To Its Generative AI Creative Studio

    On Wednesday, Amazon introduced an agentic AI tool that brings all the image, video and audio generation capabilities of the company’s Creative Studio into its ad platform creative setup.

  5. Daniel Pirchio, co-CEO and founder, Onetag
    OPINION: Data-Driven Thinking

    The Unsung Hero Of Ad Tech's AI Revolution: The Cloud

    In an era marked by generative AI, algorithmic optimization and an obsession with outcomes, cloud infrastructure has become a competitive differentiator.