Oracle Data Cloud to fuel the next wave of audience engagement
Advertisers increasingly use data to plan, activate and optimize campaigns in the $210 billion digital ad industry. Chief marketing officers (CMOs) and agencies tasked with omnichannel campaign orchestration are challenged by a fragmented media landscape and multidevice consumer behavior. The latter highlights the value of identifying and mapping consumer devices properly: “If an ID graph isn't working well, targeting and measurement are broken,” stated Robin Opie, vice president of data science for Oracle Data Cloud. Combine these factors with advertising supply chain inefficiencies such as fraudulent activity and ad blocking, and the task of determining media effectiveness becomes daunting.