Brands and agencies can now access Oracle Advertising data for supply-side targeting via OpenX

OpenX Technologies, Inc., one of the world’s leading omnichannel sell-side platforms announced a new collaboration with Oracle that connects Oracle Audiences with OpenX’s CTV, app, and web inventory. This supply-side integration makes it easy for buyers to leverage Oracle data through a deal ID for audience targeting providing brands with a more direct path to their inventory, higher match rates for improved scale and efficiency, plus more control and transparency over their media buys. OpenX is an early adopter of Oracle Audiences on the supply-side and is the first in CTV due to their interoperable identity graph, OpenAudience.

“Buyers are shifting more of their advertising investments into premium addressable video such as CTV, but that inventory comes at a higher price. That’s why leveraging the strongest data signals to target just the right audiences and minimizing waste is critical for marketers to reach their KPIs efficiently” said Mollie Spilman, Chief Revenue Officer at Oracle Advertising. “OpenX and their supply-side platform make it easy for buyers to append Oracle Audiences across their premium omnichannel inventory, including an impressive list of quality CTV partners verified and measured by our Oracle Moat integration.”

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The collaboration unlocks key benefits for buyers and publishers. Clients of Oracle Advertising can more efficiently reach their own customers and highest-value prospects through a more direct supply-side path, enabling easy media buying at scale using Oracle’s vast data assets powering their proprietary audiences. Other media buyers gain access to Oracle’s Audiences and Data Marketplace through the integration with OpenX’s supply-side platform, providing new targeting capabilities. At the same time, publishers, particularly CTV publishers can access differentiated demand through and deliver greater ROI for the advertisers.

“Oracle is an ideal partner, bringing audiences that are both high in quality and in scale. They also bring the ability to connect offline and online purchase data from hundreds of retailers and other data contributors. Oracle Audiences enhance our supply-side targeting offering by delivering expansive options to our buyers, who are looking to increase their match rates and achieve better scale against their audiences, particularly in CTV environments. We’re thrilled to connect directly with Oracle, as we grow our data collaboration to meet this growing demand.” said Brian Chisholm, SVP of Strategic Partnerships at OpenX.

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