What’s Next for Customers Impacted by Oracle Shutting Down Its Ad Business?

Oracle’s decision to exit the advertising business by September 2024 leaves many brands and agencies scrambling to find new solutions. They offered a wide range of services, from data cooperatives and audience modeling to media buying tools. – Let’s explore how to assess the impact and move forward.

The Impact?

Before diving into new partnerships, identify the specific Oracle functionalities critical to your ad strategy. Analyze their performance and contribution to your goals.

The shutdown also affects data providers who relied on Oracle’s marketplace. Ensure your preferred audience segments are available elsewhere to avoid campaign disruptions.

Strategize

Losing a major partner requires quick action, but rushing into new partnerships can be detrimental. With Google’s cookie deprecation looming, this might be the push you need to solidify your cookieless future strategy.

Due diligence is crucial. Research potential partners’ data privacy practices, ethics, and compliance. Switching providers only to have them disappear due to regulatory issues would be a double blow.

Approach

Replacing Oracle might require a network of specialized vendors instead of a single conglomerate. However, this can be advantageous. Interoperability is key in today’s ad tech universe.

Expanding your partner pool offers benefits in data modeling also. Participating in multiple cooperatives can provide a wider range of audience insights and more granular targeting. Independent data specialists can also offer exceptional performance in specific areas.

Looking Ahead

While Oracle’s exit disrupts the ad landscape, talent and technology will find new homes, and solutions are sure to emerge. Be diligent in staying in touch with your current partners and keeping yourself properly updated to the minute. 

Brands and agencies can’t afford to wait. Carefully assess your needs, explore alternatives, and find the best fit to move your ad campaigns forward. And in the meantime, although new audiences aren’t being created, existing valuable data may still be accessible through your other partners.