Oracle Exits AdTech: What It Means for Your Marketing Strategy

Oracle’s recent decision to shut down its advertising business marks a significant shift in the ad tech landscape. This move, driven by declining revenues and increasing regulatory pressures, leaves many advertisers seeking alternative solutions to maintain their marketing momentum while leveraging data that adheres to privacy requirements and aligns with consumers’ expectations. We explore the implications of Oracle’s exit and how Precisely’s PlaceIQ can provide the stability and continuity that advertisers need.

Oracle AdTech Shutdown Implication 

Oracle’s advertising division, once a $2 billion behemoth, has seen its revenues plummet to around $300 million in 2024. Legal and regulatory challenges significantly impacted Oracle’s ability to leverage data as it once did. This drastic decline reflects a broader industry focus on prioritizing privacy requirements as digital advertising dynamics evolve.

As Oracle phases out its advertising products by September 30, 2024, many brands are prioritizing the need for trusted and established data sources. Ensuring marketing strategies remain effective and compliant, without risking audience reach or data integrity, is a top priority.

Uninterrupted Access to Robust Location-Defined Segments 

One critical challenge following Oracle Advertising’s shutdown is providing access to reliable location-based audiences. PlaceIQ’s strategic partnerships with leading AdTech platforms safeguard minimal disruption to these high-quality, trusted audience segments.

For over a decade, PlaceIQ has been at the forefront of delivering innovative data solutions and creating unique opportunities for marketers. Our focus on advanced methods helps brands acquire and retain customers while striving to adhere to stringent privacy standards. With PlaceIQ, advertisers can continue to access these valuable segments, enabling them to target campaigns effectively and securely.

PlaceIQ Audiences Keep You in Front of Your Customers 

PlaceIQ allows advertisers to transform robust location insights into enhanced marketing strategies that drive better engagement and achieve higher ROI. You can expect enriched cohorts, elevated insights, and seamless integration capabilities with access to over 1,200 location-defined syndicated or custom audience segments across major Demand Side Platforms (DSPs) and Data Management Platforms (DMPs). The extensive availability of these location-rich audiences can include attributes such as proximity, neighborhoods, lifestyle segments, life stages, visitation patterns, and demographics so you can maintain your marketing momentum without the need for significant adjustments.

Here to Help You Navigate  

In addition to providing access to trusted location intelligence solutions, PlaceIQ offers strategic support to help businesses navigate the changes in the advertising landscape. Our team is available to provide tailored recommendations and innovative ideas to optimize your marketing efforts post-Oracle Advertising. Whether you need guidance on accessing audience intel within DMP or DSP platforms or enhancing your campaign strategies, PlaceIQ is here to support you every step of the way.

The shutdown of Oracle’s advertising business undoubtedly creates challenges for many advertisers. However, with the right partner, these challenges can be turned into opportunities for growth and improvement. Precisely’s PlaceIQ is poised to offer the stability, continuity, and trusted solutions advertisers need.

Get in touch today to learn how PlaceIQ can help you maintain your marketing momentum and achieve your business goals.

Precisely PlaceIQ Privacy Standards

At Precisely, we value privacy and are committed to protecting personal information. Our data products, including PlaceIQ, adhere to strict privacy standards. We collect, process, and use location data responsibly to provide valuable insights while ensuring individual privacy is safeguarded. For detailed information on our data privacy practices, please review our Product Privacy Notice.

References

1. Ellis, Jackie. “Oracle Says Goodbye to the AdTech Business.” Martech, 19 July 2024. https://martech.org/oracle-says-goodbye-to-the-adtech-business/.
2. Barker, Jasmine. “Oracle Is Shutting Down Its Ad Business.” Adweek, 20 July 2024. https://www.adweek.com/programmatic/oracle-is-shutting-down-its-ad-business/.