Oracle’s advertising and third-party data businesses are officially kaput; political pollsters are abandoning misleading online data; and AI-generated slop is already overtaking the internet.
The end of Oracle’s ad business is a major shift in the ad landscape. Here’s how to assess the impact on your business and begin to find a new path forward, according to Alliant’s Christopher Morse.
Oracle is big. Huge. But, the fact is, Oracle Data Cloud (what is now Oracle Advertising) doesn’t have and has never had 5 billion people in its ID Graph, regardless of Larry Ellison’s flair for the dramatic.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Did The Oracle Get It Wrong? Is it time to call it on Oracle Advertising? The group had painful layoffs this summer and has fallen behind rivals, Insider reports. Oracle spent $4 billion to package BlueKai, Datalogix, Moat and more into what’s now […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Bot-And-Mouse Game The low-hanging fruit of ad fraud is mostly gone. But more sophisticated bad actors are still active. Protected Media identified an in-app bot fraud network, dubbed “Hydra,” that siphoned off an estimated $100 million, Business Insider reports. “It’s the most disciplined operation […]
Hulu is moving into phase two of its advanced TV strategy almost two years after launching its private exchange. But the market has changed since then, and Hulu has evolved its own ad technology stack in lockstep. For starters, Facebook shuttered the LiveRail supply-side platform (SSP) and ad server last year, so Hulu migrated to Tremor’s video SSP. Rather than entering a drawn-out RFP […]
With Omar Tawakol departing as head of Oracle Data Cloud, Eric Roza, who served as the unit’s co-SVP after Oracle acquired his company Datalogix, will become GM. Roza had previously focused on Data Cloud’s go-to-market strategy and will now oversee product, engineering, operations and data science. But he’s also shepherding Data Cloud through a philosophical […]
Greek-yogurt brand Chobani stays competitive with larger CPG companies by constantly testing. One of these tactics includes marketing-effectiveness studies, such as a recent research initiative with Yahoo and Nielsen Catalina Solutions (NCS) to prove search ads drove in-store sales. “If you’re an ecommerce brand, you can measure that sale directly,” said Jessica Lauria, senior director […]
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 […]
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 […]
Quantcast is tapping its deep ties to publishers by linking digital data signals to offline attributes like sales and TV viewership. The company is rooted in direct audience measurement and embeds its tags across millions of publisher pages. By looking at this data anonymously in aggregate, Quantcast can supply advertisers and publishers with intel around cross-site […]
Although Oracle’s acquisition of Datalogix hasn’t officially closed yet, some industry insiders have speculated the deal underscored Oracle’s interest in identity-based marketing. Marketers need richer audience profiles that include known and anonymous attributes, meaning platforms should include, but also go beyond, cookie syncing, Kevin Akeroyd, SVP and GM of the Oracle Marketing Cloud, told AdExchanger. “The CMO […]
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 […]
As it turns out, Acxiom’s LiveRamp and Datalogix were friends all along. The duo – sometimes portrayed as rivals in the data onboarding space – on Monday revealed they’ve expanded their existing partnership through 2017. At the time of Acxiom’s $310 million acquisition of LiveRamp last spring, CEO Scott Howe compared Acxiom to Switzerland. That is, […]
If you’re an Oracle competitor, the Datalogix acquisition looks formidable indeed. It adds considerable power to its data-as-a-service offering, which to this point had mostly online data. But if you’re a marketer using Oracle’s technologies – or using Datalogix data to link online advertising to offline sales – what additional benefits can you expect? While, […]
The mad dash for offline-to-online data connections has been one of the top trends of 2014. Enterprise giant Oracle was the latest to close the loop between the online and offline worlds when it revealed Monday its intent to acquire data solutions company Datalogix. “This deal is about championing commerce,” said Ray Wang, principal analyst at […]
Oracle has agreed to acquire Datalogix, a data solutions company that shopped itself around in recent weeks, as AdExchanger has reported. As we previously reported, Facebook, Nielsen and Adobe have also shown interest in the business. Although the deal price was undisclosed, Oracle paid about 6.25x for BlueKai. If Datalogix had revenue of $125 million, that means […]
Nielsen is pushing a total audience measurement designed to quantify audience and campaigns across screens, but it’s unclear whether it’s a service, platform or just a new marketing pitch. Kelly Abcarian, SVP of product architecture, described the total audience measurement rating as an ongoing development for the company, building off of its existing data structure. […]
Data solutions of the sort that Datalogix provides are hot right now, and the company hopes that fact will drive up its eventual sale price. As it reached out to would-be buyers this fall, Datalogix hoped to get as much as $1 billion, sources say. Factoring in estimated 2014 revenues of $125 million, that figure […]
Datalogix, a provider of online and offline data, is nearing a sale of the business. According to multiple AdExchanger sources, the company has entertained offers in recent weeks, including from TV ratings mainstay Nielsen and Facebook. However Facebook is no longer in the running, and Nielsen is considered the most likely buyer. Although neither company […]
Datalogix, which is known for connecting digital media with offline sales impact, will begin to tie ad viewability to in-store ROI via a partnership with comScore, unveiled Wednesday. Marketers will be able to combine comScore’s panel and Census-based data, as well as its impression-level reporting inclusive of “90 of the top 100 properties across the […]
Walmart’s widely revered as a retail maven, but media buyer? It’s a brand-new capability for the $473-billion company, which on Friday revealed more details about the digital marketing platform it’s developed, the Walmart Exchange (WMX). Like Amazon, which has turned massive amounts of shopper data into monetization opportunities for brands via Amazon Media Group’s demand-side […]
JiWire, a mobile advertising company most commonly known for serving ads over airport WiFi networks across the US, has rebranded as “NinthDecimal” and launched a mobile audience-targeting tool for pre-roll video ads. Working with buy-side partner TubeMogul, early beta brand users include L’Oréal Paris, Kraft Foods and Honey Maid. NinthDecimal is ramping up location-based data […]
Questions lingered after the Federal Trade Commission (FTC) presented to the data marketing space a 100-plus-page push for greater transparency Tuesday. The FTC’s manifesto, “Data Brokers: A Call for Transparency and Accountability,” sparked debate about what a data broker is and the potential pitfalls for a proposed centralized portal through which consumers can control the […]
Datalogix nabbed $45 million in Series C funding, led by Wellington Management Company. This latest round brings its total to $111.5 million, according to CrunchBase. The company intends to use the funds to build out its product and attract more clients. The company’s main business is linking online consumer activity with offline shopping behavior. It is one of […]
Reaching the holy grail of real-time, one-to-one interaction may sound like a marketer’s utopia, but a number of execs gathered Thursday at a Thought Leadership Summit hosted by AOL felt this importance was overstated. In some instances, real-time processes aren’t the be-all and end-all. “I think real-time (marketing) is only a part of a bigger […]
Salesforce.com has partnered with offline audience-targeting specialist Datalogix. Salesforce.com’s clients now have access to what Datalogix claims is an offline audience data set that represents $1 trillion in spend. Eric Kirby, Datalogix’s chief product officer, told AdExchanger the data provider’s offline reach enables Salesforce.com’s CRM clients to supplement their CRM databases with new prospects “by […]
As brick and mortar giants like Walmart and Tesco do more to monetize their customer data, the question becomes – will they go it alone or maintain third-party partnerships? Tesco subsidiary dunnhumby’s rumored purchase of demand-side platform Sociomantic is the most obvious example of a seismic shift that’s occurring in the shopper data space. The […]
Datalogix’s acquisition Tuesday of shopper marketing and loyalty data company Spire indicates a growing trend around in-store marketing: blending traditional shopper-and-trade-marketing dollars with brand spend. “[Traditionally], shopper decisions would be made specifically by the teams at P&G and Unilever or Kraft, who own those retailer relationships and have got a certain fixed allocation of shopper […]
Korrelate, a four-year-old data play founded by former executives of Tacoda, will suspend operations this week after failing to find a buyer. The company was born in 2010 as Ad Summos with a pledge to help publishers link their website visitors to real-world actions – such as buying a car. It was among the early […]
