Oracle Addresses the Identity Gap

Announcing DMP enhancements within Oracle Marketing Cloud today, the Redwood Shores hardware and software giant took steps to refine its cross device audience management capabilities. Embedding the Oracle ID Graph directly into the Audience Builder UI will allow users to develop audiences based on unified, cross device IDs: An important capability in an environment where customer interactions can switch rapidly between devices and channels.

I asked with Karen Kokiko, Senior Product Marketing Manager at Oracle DMP, about which data sources were being leveraged in pursuit of cross device IDs. “A lot of the acquisitions by the Oracle data cloud in the last year and a half have been building up the ID graph,” she told me. She also mentioned the acquisition in April 2016 of Crosswise, a provider of machine learning-based cross device data which processes transactions from billions of unique devices every month. Oracle’s large partner network, including nearly 500 data, media and app partners, is also an important source. The ID Graph approach blends probabilistic data with deterministic (first-party) data from partners, and from marketing analytics aggregator Datalogix.

The pooling of (anonymized) from an eco-system of partners to improve accuracy in cross device identification seemed similar to Adobe’s cross device co-op initiative. “It’s not different at all,” Kokiko agreed. “We have a co-op too, but probably eight or nine times larger. I believe we’re bringing a lot more data to the table.” I also asked whether the announcement could be considered a response to Salesforce’s recent acquisition of DMP Krux. “It’s been on our road-map for about 15 months,” she said—roughly since ID Graph was launched in April 2015.

Coming soon, Kokiko told me, users will be able to build audiences in three different ways—through ID graph; through Match Multiplier, which provides incremental matches based on the Oracle Data Cloud set of pooled IDs; and by linking private internal identifying data (likely to be important, for example, to brands which place a high premium on security like financial institutions).

Among the enhancements announced today were:

  • Enhanced audience segmentation and engagement through understanding the audience’s composition by device and environment
  • Optimized media buys through identifying the devices driving conversions
  • Increased campaign effectiveness through managing advertising dollars based on targeting environment
  • Enhanced personalization making it easier for marketers to deliver experiences that are relevant to customers 
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