Oracle Data Cloud

Once a leading third-party data and ad measurement platform for enterprise advertisers, Oracle Data Cloud was among the largest data marketplaces in the industry before its shutdown in 2024.

Oracle Data Cloud was a digital advertising data and technology platform that served as one of the most prominent advertising data sellers in the market, operating across more than 100 countries, before shutting down its advertising division in 2024.^1,2 Its offerings — built from acquisitions including AddThis, BlueKai, Crosswise, Datalogix, Grapeshot, and Moat — spanned audience planning, data management, brand safety, fraud protection, contextual relevance, viewability confirmation, and ROI measurement, and were used by 199 of AdAge's 200 largest advertisers.² Its core units included Datalogix for offline consumer data, Grapeshot for contextual targeting, Moat for measurement and verification, and the BlueKai audience marketplace.¹ Consumer spending and behavior data was sold to advertising companies and publishers such as Facebook, Google, Twitter, Snapchat, and Pinterest, enabling advertisers to tailor online ads to reach new or existing customers and helping publishers determine advertiser profitability.³ The business faced serious headwinds after the Cambridge Analytica scandal in 2018 led Facebook to remove third-party data sellers from its marketplace, and the subsequent enforcement of GDPR put Oracle's third-party data operations in further jeopardy.¹ By 2023, Oracle Data Cloud had declined to $300 million in total earnings and represented a potential regulatory liability, leading Oracle to announce the full shutdown of its advertising products on September 30, 2024.^1,3 Source 1: adexchanger.com — Inside The Fall Of Oracle's Advertising Business Source 2: wbresearch.com — Oracle Data Cloud | Programmatic Pioneers Summit Source 3: wikipedia.org — Oracle Advertising