Oracle Data Cloud
C · Marketing TechnologyDefunctProvided comprehensive third-party audience data and data management capabilities to enable precise targeting, measurement, and optimization of digital advertising campaigns across channels and devices.
Last updated Feb 8, 2026
- Industry
- Data Management Platform (DMP) / Audience Data
- Business Model
- SaaS
- Target Market
- Enterprise
- Employee Count
- 1001-5000
- Funding
- $0
- Revenue Range
- $500M-$1B
- Stock Symbol
- ORCL
- Parent Company
- Oracle Corporation
- API Available
- No
Market Position
Former leading third-party data provider and DMP, discontinued in 2021
Overview
Oracle Data Cloud was Oracle's data management and audience intelligence division that provided marketers, advertisers, and publishers with comprehensive data solutions for targeting, measurement, and optimization. The platform combined third-party data from various sources with Oracle's own data assets to enable audience segmentation, cross-device identification, and campaign measurement. Oracle Data Cloud was built through multiple acquisitions including BlueKai (2014), Datalogix (2014), AddThis (2016), Moat (2017), and Grapeshot (2018), making it one of the largest data management platforms in the advertising ecosystem. In 2021, Oracle announced it would discontinue its advertising and data cloud business, marking a significant shift in strategy. The company shut down its data marketplace and advertising products, citing changes in privacy regulations and the deprecation of third-party cookies as key factors. This decision effectively ended Oracle Data Cloud's operations as a standalone advertising data business, though Oracle continues to offer data and analytics solutions through its core cloud infrastructure and applications businesses.
Products & Features
BlueKai DMP
Data management platform for collecting, organizing, and activating first, second, and third-party audience data
Oracle Data Marketplace
Third-party audience data marketplace offering demographic, behavioral, and contextual data segments
Moat Analytics
Advertising measurement and analytics platform for viewability, attention, and brand safety
Grapeshot
Contextual intelligence and brand safety solution for content categorization
AddThis
Website tools and audience data collection platform
Key Features
Third-party audience data marketplaceCross-device identity resolutionAudience segmentation and targetingCampaign measurement and attributionContextual targetingBrand safety and viewability measurementData onboarding and offline-to-online matching
Use Cases
Audience targeting for digital advertising campaignsCross-device campaign measurement and attributionCustomer data management and segmentationLookalike audience modelingBrand safety and ad verificationContextual advertising targetingOffline-to-online attribution
Customer Segments
Enterprise advertisers and brandsAdvertising agenciesPublishers and media companiesDemand-side platforms (DSPs)Supply-side platforms (SSPs)Ad networks