When Oracle announced the closure of its advertising business, there was significant hand wringing on the market impact and what it signifies for the future of digital advertising. With what appears to be a180 reversal from Google on Chrome’s cookie elimination, the AdTech industry is in turmoil. But is it really?

Oracle’s advertising business was known for its holistic offerings – data cooperatives, audience modeling, and media buying tools including its vast data marketplace of diverse audience data segments. Oracle exiting the scene means marketers are now confronted with the challenge of finding alternative sources of data that can deliver the same level of depth and accuracy. But there is a silver lining for marketers: re-examination of their data partnerships that put them in the driver’s seat.

With Google’s continued chaotic approach to cookies and likely more data privacy regulations in the near term, there is no better time for marketers to rethink their data buying and usage strategies in an increasingly dynamic industry.

Diversification of Data Sourcing

Oracle’s vast data marketplace was integral to countless brand and agency partner marketers’ strategies, providing access to rich audience segments that could be easily integrated into nearly any advertising platform. Without access to Oracle’s data, marketers must now seek out alternative data providers and marketplaces that can offer comparable quality and granularity.

Replacing Oracle might necessitate a network of specialized vendors instead of a single, all-encompassing solution. However, this can actually be advantageous. Interoperability, the ability for different systems to work together seamlessly, is key in today’s ad tech landscape.

Expanding a partner pool offers benefits when it comes to data modeling as well. Participating in multiple data cooperatives can provide a wider range of audience insights and more granular targeting capabilities. On the other hand, some may want to go straight to the data source depending on the depth and quality of its data.

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Re-examining Approach to Data Partners

So how do marketers begin looking for alternative options to source and onboard data? First, ask about the marketplace’s data vetting process, including their privacy policies, ethics policies, and any certifications they adhere to. In addition, prioritize understanding where the data is coming from and how it is being sourced, rather than just focusing on the audience segments themselves.

Once you have a complete understanding of the data sources, take a look at their reporting and overall user experience. A robust, well-developed platform is easier to access and use, and offers responsive customer support to make managing multiple sources easier.

In terms of onboarding, re-examining your process should also be a critical consideration; whether that’s directly through the data partner, which offers a more streamlined and efficient onboarding experience or via a major data marketplace like Liveramp, Neustar, Lotame or The Trade Desk. Look to also determine whether the data partner has the technical capabilities to handle a data integration process, including mapping marketers’ existing Oracle data segments to the equivalent segments in their data sets. This helps ensure a seamless transition for marketers.

The closure of Oracle’s advertising business and Google’s uncertainty on cookie policies present a unique opportunity for brand marketers and agency partners to reassess and diversify their data sourcing strategies. By expanding their network of data partners and focusing on interoperability, marketers can unlock richer audience insights and more precise targeting capabilities. With a keen eye on privacy, ethics, and technical integration, marketers will ensure a more robust and resilient approach to data management.

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