But there’s a deeper cause for Oracle Advertising’s failure—the growing trend of brands centralizing data into a data lake like Snowflake, Databricks, Teradata VantageCloud or Amazon Redshift to unify intelligence and activation, rather than keeping customer data scattered across platforms and relying on third-party cookies. Brands are done with silos and redundancies in their IP. Instead, they’re looking for unified customer data storage and streamlined intelligence across identity resolution, audiences, orchestration, modeling, and measurement—for less reliance on a dying framework and more flexibility to thrive in a new advertising future.
Deconstructing Oracle Advertising and rebuilding a modern data stack
So what now? Oracle will shut off access to all tools in the Oracle Advertising Suite by September 30th, 2024. Customers have reported the vast majority of Oracle Advertising employees have been let go and that customer support functions have been taken over by off-shore contractors.
While Oracle Advertising’s end-of-life may present some challenges to brands who are currently using the product, it presents a bigger opportunity to build a smarter advertising strategy, with a foundation built on first-party data.
Audience managementÂ
With Oracle Advertising, brands uploaded their customer data into the platform for organization, segmentation and activation. They used Oracle BlueKai DMP to create audiences with third-party cookies, which are soon to be deprecated.Â
In a modern data stack, brands can now access licensable data within their data warehouse, allowing for easy segmentation and activation. Measurement and workflows are seamlessly integrated with connected business intelligence and analytics tools.Â
Audience and identity enrichmentÂ