Oracle’s advertising business is closing down at the end of September, leaving advertisers with a tight timeline to figure out their next steps. Established rivals like DoubleVerify and IAS are expected to benefit the most from Oracle’s exit, but there are other vendors to consider as well.
Some marketers see this as an opportunity to explore lesser-known alternatives, even if it means working with more vendors and possibly incurring higher costs. The collapse of Oracle highlights the risks of relying on a single vendor, prompting advertisers to diversify their options for ad verification services.
Marketers face challenges in evaluating the cost, quality, and scalability of different vendors, as well as considering intangible factors like user interface and ease of use. With the impending shutdown of Oracle’s services like Bluekai and Datalogix, the pressure is on for advertisers to make quick decisions.
Concerns about Oracle’s termination of audience data provider contracts add to advertisers’ worries, especially regarding the Grapeshot contextual targeting service. The looming deadline is pushing clients to look for simpler, more straightforward alternatives.
This situation has led some advertisers to consider a combination of verification partners for better protection and security. While DoubleVerify and IAS remain key players, marketers are exploring new era verification partners like Zefr, Pixability, Adalytics, and others to curate and verify their advertising.
Trust in established verification partners has been shaken following earlier issues, prompting advertisers to seek more reliable and comprehensive solutions. As brands navigate this transition, they are advised to focus on continuity and stability to ensure minimal disruption to their campaigns.
Despite the challenges, advertisers are evaluating their options carefully to find the right solution that meets their needs while avoiding potential risks. The industry is in a state of flux as marketers adapt to the changing landscape of ad verification services in the wake of Oracle’s exit.
Article Source
https://digiday.com/marketing/amid-oracle-fallout-advertisers-are-weighing-up-challengers-against-established-vendors/
