Oracle’s decision to close its advertising business has sent shockwaves through the industry, leaving competitors scrambling to fill the gap. With Oracle’s advertising divisions shutting down, advertisers, publishers, and ad tech providers have been forced to seek out alternatives quickly. This has led to a mad rush to replace the services once provided by Oracle, causing significant disruptions to ongoing campaigns.
Companies like Peer39 and GumGum have seen a surge in demand for their services as advertisers look for continuity in their advertising efforts. The closure of Oracle’s advertising products in September has left marketers with only a few weeks to find new partners, test their capabilities, and onboard them before the deadline. This has put immense pressure on existing advertising executives who are racing against the clock to make critical decisions.
DoubleVerify and Integral Ad Science, the dominant players in the ad verification market, are poised to benefit from Oracle’s collapse. They are actively reaching out to advertising executives who may be looking for new vendors. With the suddenness of Oracle’s decision, no one knows how the market will react, leading to a period of uncertainty and confusion as players vie for position.
Oracle’s rivals have targeted the company’s former executives, who are considered some of the best in the business, to help advertisers and publishers navigate the transition. This outreach could lead to significant changes in the market landscape, intensifying competition, especially in ad verification.
As the industry navigates the aftermath of Oracle’s demise, experts speculate on how the market dynamics will evolve. While some see an opportunity for new players to enter the market, others anticipate increased competition among existing vendors. Only time will tell how the repercussions of Oracle’s closure will impact the industry, but one thing is certain – the next few weeks will be full of twists and turns as players adapt to the changing landscape.
Article Source
https://digiday.com/marketing/ad-tech-companies-vie-to-fill-oracles-void-after-shutdown/
