Updated Oracle has signed an agreement to acquire AddThis, a social bookmarking startup that has since transitioned into a publisher audience platform, for an undisclosed sum. Oracle’s Data Cloud, which combines Oracle’s earlier acquisitions of BlueKai and Datalogix, will benefit the most. Making an acquisition has become a holiday-time tradition for the enterprise giant. “Oracle Data Cloud is the […]
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 […]
Oracle Marketing Cloud kicked off its OpenWorld conference this week with three platform features meant to reach customers across channels, improve email targeting using Datalogix and manage content marketing workflow and scheduling. “We’re making easier for clients to operate in a cross-channel way, and we’re doing it practically, as opposed to theoretically,” said Alexander Hooshmand, […]
Dstillery released Thursday a self-serve version of its digital audience platform, combining a data management and demand-side platform. While the bulk of Dstillery’s business comes from agencies, it does some brand-direct deployments. The new self-serve offerings won’t replace Dstillery’s managed services, but will offer more flexibility to clients who wish to take an active role […]
Oracle’s aggressive stance on acquisition is evident when you consider its Marketing Cloud shopping spree, and it’s not backing down. It recently added web personalization platform Maxymiser to a long list of purchases that included data-management platform BlueKai, campaign-management tool Responsys and Datalogix. The intent is to round out a complete stack that covers all […]
Ad tech company MediaMath has integrated with Oracle Marketing Cloud’s email marketing systems, specifically Oracle’s B2B solution Eloqua and the B2C solution Responsys, the companies revealed Thursday. The ad tech integration is the first of its kind for Oracle, said Alex Hooshmand, Oracle’s VP of product. Typically, clients log into the Oracle data-management platform (formerly […]
Beginning this fall, advertisers will be able to programmatically buy Hulu video inventory in a private marketplace across desktop, mobile and connected TV via Facebook’s LiveRail supply-side platform. In its Tuesday announcement, Hulu said it will also use Oracle’s data-management platform (née BlueKai), through which marketers can enrich their buys by combining their anonymized first-party […]
Time Warner subsidiary Turner Broadcasting revealed during its May upfront a centralized data-management platform to power its ad products. That system is the Turner Data Cloud, which the network souped up on Tuesday with data integrations to Epsilon, Krux and Oracle. Using Turner’s Data Cloud, a marketer can apply first-party audience data as well as […]
Retailers might look like they’re under siege, according to Gartner VP and analyst Andrew Frank, but they’re actually sitting on a pile of “underleveraged data.” Unfortunately, much of this data isn’t digestible by marketing technologists. In February, The University of Minnesota published a report demonstrating the causal relationship between search engine advertising and local in-store […]
If MediaMath co-President Mike Lamb has his druthers, the convergence of ad tech and marketing tech – the industry’s current inescapable narrative – will manifest in two ways. The first is beginning to happen: a set of integrations that advertisers or their agencies can use to clip together their paid media platform to their marketing […]
Percolate, which has been compared to social publishing platforms like Buddy Media, has raised $40 million to take on enterprise marketing cloud acquirers and standalone social point solutions. The Series C round, led by Lightspeed Venture Partners, brings Percolate’s total funding to $74.5 million. It raised $24 million in Series B last spring, which the company’s co-founder, James Gross, said is […]
On Tuesday, Gigya, a company that develops customer identity management solutions for Fortune 500 brands, rolled out IDX Marketplace, a platform anchored by 50-plus marketing and ad-tech partner integrations. Gigya claims users can activate audiences across a variety of partner tools, including data-management platforms like Krux, Adobe AudienceManager and Lotame; marketing clouds like Oracle and […]
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 […]
Oracle is rallying behind a product called Oracle ID Graph, announced Wednesday at Oracle Modern Marketing Experience in Las Vegas. It’s not a cross-device ID – the enterprise cloud company recognizes big consumer platforms like Facebook, Google and Apple are up to the task. Instead, ID Graph is designed to make the “unique identifiers” associated […]
While SAP has been generally absent from the marketing cloud conversation (save for last year’s announcement it would resell Adobe Marketing Cloud solutions), the company on Tuesday rolled out of a contextual marketing platform dubbed the SAP hybris Marketing Solution. “SAP hasn’t traditionally been known in the marketing space, but we are rapidly building out […]
There’s an understandable fascination with the rat-a-tat deal-making in marketing technology circles, but transformation of the marketing discipline will only come as Fortune 1000 CMOs embrace these changes. Extend your time horizon a few years, and this industry’s evolution is fundamentally a head game. For more on this, AdExchanger asked senior execs from two leading “marketing cloud” companies […]
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 […]
Adobe isn’t exactly synonymous with ecommerce. At least, synonymous in the sense of competitors SAP and Oracle, which have invested aggressively and acquired commerce-centric companies like hybris, ATG Commerce and Datalogix, respectively. The extent of Adobe’s commerce capabilities, to date, have spanned standard site analytics, A/B testing and tag management, but the Adobe Marketing Cloud […]
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 […]
Gartner Research’s first-ever Magic Quadrant for Digital Marketing Hubs, released Wednesday, assumes that ad tech, marketing tech and CRM will naturally converge. As such, it pits enterprise platforms like Salesforce.com against ad tech regulars like Rocket Fuel [x+1] and Turn. No doubt many in the industry will debate whether or not this is fair, or […]
Forrester Research crowned Adobe Marketing Cloud in its first-ever ranking of enterprise marketing software suites – informally called “marketing clouds.” The report, compiled by analysts Cory Munchbach and Rusty Warner and released Tuesday, encompassed eight vendors (Adobe, Salesforce.com, SAS, Teradata, IBM, Oracle, SAP and Marketo). Munchbach and Warner interviewed three clients from each vendor and tallied […]
While marketing clouds push the promise of technological integration, the fact that every major cloud was built through acquisition means it’s fair to question the extent to which the components are truly unified. Getting applications within a cloud to communicate is ultimately an iterative process and Oracle, on Tuesday, unveiled its latest development within its […]
While Google has gotten really good at display – more than $4 billion in display ad revenue good – how about the rest of Google’s digital marketing stack? Like enterprise platform players Oracle, IBM, Adobe and Salesforce.com, Google’s ad and marketing tech offering is a sum of many acquired parts. Google followed its $3.1 billion […]
LinkedIn will buy Bizo, a B2B display ad platform, for $175 million in cash and stock, the companies said Tuesday. “It’s exciting for us to bring Bizo’s expertise and technology into our ecosystem,” said Deep Nishar, LinkedIn’s SVP of product and user experience, in a statement. “Our ability to integrate their B2B solutions with our content marketing […]
When Oracle acquired data technology and services company BlueKai in February, the product roadmap seemed to split. Down one avenue, BlueKai’s data-management platform (DMP) would plug a hole in the company’s Oracle Marketing Cloud stack. The second avenue circles BlueKai’s vaunted data exchange, Audience Data Marketplace. Marketing Cloud SVP and GM Kevin Akeroyd was the […]
Kevin Akeroyd, SVP and GM of the Oracle Marketing Cloud, warned a crowd of 1,500 marketers Wednesday to “beware false marketing clouds.” All jokes aside, Akeroyd did not mince words about competitors’ perceived strengths at the Oracle Marketing Cloud Interact 2014 event in San Francisco. “It’s not just web analytics and it’s not going to come […]
A recent article by New York Times media columnist David Carr revealed a radical publishing technology catching on in news media companies everywhere: email newsletters. Carr wrote that email is a marketing tool many people tend to forget about. But, he argued, email is the most consistent and useful medium for advertising. Email and search drive […]
