Oracle Advertising shuts down soon. What next?
Oracle's Move Will Impact Digital Marketers
Are you affected by Oracle's upcoming exit from the advertising business? With Oracle’s DLX and BlueKai platforms officially shutting down on September 30, digital marketers are scrambling for alternate targeting solutions. We understand the struggle this change has brought and the need for high-quality alternatives.
MRI-Simmons was proud to feature our branded audiences on the Oracle platforms, and we can provide those exact same audiences to users directly. But even users that leaned on audiences from other Oracle partners can leverage our comprehensive profiling database with more than 60,000 consumer data elements to seamlessly create replacement audiences for activation.
Replacement Audiences for Oracle Users
Take a look at some of the replacements we have already identified:
| Oracle Audience | MRI-Simmons Replacement Audience |
|---|---|
| Audiences by Oracle > Consumer Packaged Goods (CPG) > Stay at Home Food Delivery > Grocery Delivery and Pick Up Apps > Instacart | Online Grocery Ordering/Delivery Service {hh}: Household Ordered From, Last 6 Months, Times 30 Days: Instacart: In last 6 months: Any |
| Audiences by Oracle > Travel and Tourism > Past Travelers > Products > Accommodations > Vacation Rental Properties | Hotels, Motels & Other Lodging: by Owner Rental Service Used, Last 12 Months: Airbnb, VRBO, or Other |
| Audiences by Oracle > Technology and Computing > Interest (Affinity) > Consumer Segments > Early Adopters | Segmentations: Technology Segments: True Techies |
| Audiences by Oracle > Financial Services > Banking > Banking Channel Preference > Mobile Banking | Financial: Banking & Financial Services - Methods Used: In last 12 months: Banking on Mobile Device |
| Audiences by Oracle > Financial Services > Investing and Trading > Account Holders > Mutual Funds | Securities: Personally Own: Mutual Funds (Bonds or Stocks) |
| Audiences by Oracle > Media and Entertainment > Connected TV and Over-the-Top (CTV and OTT) > Streaming Television and Film Viewership > Streaming Video Services > Hulu | Media: Television: Streaming Video Services: Any Watching Past 30 Days: Hulu |
| Audiences by Oracle > Auto, Cars and Trucks > Vehicle Owners > Makes and Models > Subaru | Automobiles And Other Vehicles: Manufacturer: Subaru: (currently owned/leased) |
| Audiences by Oracle > Restaurants > Dining Type > Delivery and Take Out > Domino's Pizza | Fast Food & Drive-in Restaurants: Bought At Last 6 Months: Domino's |
| Audiences by Oracle > Consumer Packaged Goods (CPG) > Datalogix (DLX) Purchase-Based > Categories and Brands > Frozen Foods > Ice Cream and Novelties > Breyers | Food/Drink products: Ice Cream, Gelato & Sherbet {hh}: Used in last 6 months: Breyers |
Regardless of what audiences you create, users can push those high-quality targets to virtually any DSP, DMP, social platform, advanced TV endpoint, or measurement partner using MRI-Simmons' advanced target activation solution, ACT.
Ensuring Campaign Continuity in a Changing Landscape
The ad tech marketplace is changing at breakneck speed. This Oracle news raised yet another uncertainty in a rapidly evolving landscape, but marketers shouldn't worry about continuity in their campaigns. Our team is ready to assist with even the most challenging audience builds. Transparency and privacy compliance are at the heart of our operations, which allows for nuanced targets in sensitive verticals like healthcare, political, and finance audiences. Marketers working in the automotive, CPG, and entertainment spaces can incorporate rich attitudinal data to go beyond the “what” and focus on the “why” – the reasons behind buying decisions.
Please get in touch to find out how MRI-Simmons can help keep your campaigns performing in a changing industry.
