Oracle’s recent announcement to close its advertising business by the end of September has stunned the advertising industry, given the significant investments the company has made in acquiring various companies in the sector over the past decade. Brands and agencies that relied on Oracle’s solutions for media buying and audience modeling are now facing the need to find alternative options and adapt their strategies. The closure also puts pressure on data companies that utilized Oracle’s marketplace for audience segmentation.
As companies evaluate the impact of Oracle’s exit on their advertising strategies, caution is advised against rushing into partnerships with new providers solely based on the tools they offer. Instead, a thoughtful and strategic approach is recommended to ensure sustainable success in the evolving advertising landscape, especially considering the impending phase-out of cookies by Google. Due diligence in selecting new partners is crucial to avoid potential regulatory and compliance issues that could jeopardize future campaigns.
A multi-partner approach may be beneficial for brands seeking to replace Oracle’s capabilities, allowing them to leverage various vendors for different aspects of their advertising needs. Companies like Mad Technology are facilitating interoperability across the ecosystem, making it easier for brands to access a range of tools and services from independent partners specialized in specific areas. Embracing the future of advertising technology involves adapting to changes in the industry and exploring new opportunities for audience targeting and engagement.
While the closure of Oracle’s advertising business marks a significant shift in the industry, it also presents an opportunity for innovation and growth. As talented individuals find new opportunities and technologies re-emerge in the market, brands and agencies must devise informed plans to navigate the changing advertising landscape. Staying informed, analyzing alternative solutions, and making strategic decisions will be crucial for companies looking to thrive in the evolving digital media environment.
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https://www.adexchanger.com/data-driven-thinking/as-oracle-terminates-its-ad-business-heres-how-customers-can-adapt/
