Oracle Advertising

Major enterprise-focused data and measurement provider in digital advertising, historically one of the largest DMPs

Oracle Advertising is the advertising technology division of Oracle Corporation, one of the world's largest enterprise software companies. The business was significantly built through Oracle's acquisition of several major AdTech companies, most notably Datalogix (2014), BlueKai (2014), AddThis (2016), Moat (2017), and Grapeshot (2018). Oracle Advertising provides data-driven advertising and measurement solutions, leveraging Oracle's extensive first-party and third-party data assets to help brands and agencies plan, activate, and measure digital advertising campaigns across channels. Oracle Advertising operates as a major player in the data management platform (DMP) and advertising measurement space, offering solutions that include audience data, contextual intelligence, brand safety, and ad verification capabilities. The platform is particularly known for its extensive consumer data graph, which historically included billions of data points from online and offline sources. However, Oracle announced in 2024 that it would be shutting down its advertising business to focus on other cloud priorities, marking a significant shift in the company's strategy and the broader AdTech landscape.