Rob Tarkoff, EVP, Oracle CX and Data Cloud, will speak at AdExchanger’s upcoming Industry Preview conference in New York on Jan. 28-29, 2020.
Oracle’s data division has had a tumultuous year.
Eric Roza, Oracle Data Cloud chief, left last April, and was replaced by Rob Tarkoff, who ran the customer experience (CX) cloud unit.
The data cloud cut staff by 15% as it discarded products built around third-party data and refocused on contextual data, brand safety and measurement.
Tarkoff now oversees the CX unit, as well marketing, sales, service, commerce and the data cloud – though the distinctions between those legacy suites are becoming less and less important, he said.
AdExchanger caught up with him about Oracle’s evolution, and whether this year could be as frenzied as 2019.
AdExchanger: How has Oracle changed in the past year?
ROB TARKOFF: The biggest change is being proactive about where the industry is going. You saw Google’s announcement on their timeline for third-party cookie support. And the notion of identity is in transformation.
What we’ve done in the past couple of years is augment the team with executives like Mollie Spilman [the former Criteo COO, who joined last year as Oracle Data Cloud’s revenue chief] and organized the business around key themes that were emerging, particularly cross-media measurement with products like Moat and contextual audience targeting models with Grapeshot.
Those are both Oracle Data Cloud businesses, right? Are they part of any other Oracle suite?
Now that the entire world is moving to the cloud, we don’t think of products so much as distinct cloud businesses.
We’re also finding that as data and ad tech models change, there’s a lot of convergence happening when it comes to the visibility of customers across their journeys, from unknown prospects to known customers. Companies are doing more direct response type activities, or loyalty and affinity programs, and they need ad tech and mar tech to converge.
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