Oracle

Global enterprise technology leader with a historically dominant AdTech data platform, now winding down its dedicated advertising business while maintaining strong cloud and CX offerings

Oracle is an American technology company whose advertising division operated a cloud-based consumer data collection, activation, and measurement platform serving digital advertisers.¹ At its peak, Oracle Advertising — part of the Oracle Data Cloud — brought together Datalogix for offline consumer data, Grapeshot for contextual targeting, Moat for measurement and verification, and the BlueKai audience marketplace.² The company had broad ambitions to help marketers unify data collected from websites, email, sales, and social media in order to build cohesive and efficient ad campaigns.³ Consumer spending behavior data was sold to advertising companies and publishers such as Facebook, Google, Twitter, Snapchat, and Pinterest, which used it to tailor online ads to new or existing customers and to assess the profitability of their ad inventory.¹ Oracle's advertising business suffered a major blow when Meta cut off third-party data sellers following the Cambridge Analytica scandal in 2018, and subsequent attempts to pitch cookieless targeting products to marketers did not find traction.³ Oracle ultimately announced the sunset of its adtech operations by September 30, 2024, after advertising revenue fell sharply from $2 billion in 2022 to $300 million in 2024.⁴ Source 1: wikipedia.org — Oracle Advertising Source 2: adexchanger.com — Inside The Fall Of Oracle's Advertising Business Source 3: businessinsider.com — Why Oracle is shutting down its advertising ... Source 4: gumgum.com — Oracle Advertising is Shutting Down: Here's How You Can ...