3 ways Oracle’s portfolio approach helps advertisers prepare for the future of identity

May 18, 2021 | 4 minute read
Brigitte Yuille
Content Manager
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The digital advertising industry is narrowing its focus on consumer privacy after a growing demand for more control, choice, and transparency. Companies like Google, Apple, and Microsoft are acting on consumers’ requests by phasing out universal identifiers.

This change is a major adjustment for publishers and brands who use identifiers like third-party cookies and mobile ad IDs (MAIDS) to fine-tune their ad targeting and audience segmentation. Now, publishers and brands are whirling as they develop a new way to understand ad efficacy and audience behaviors. And advertisers are seeking new ways to reach the people they care about through an increasingly consumer-centric lens. 

Adopting a portfolio approach to identity 

Some gaps are inevitable despite a cross-section of industry solutions designed to meet this challenge head-on. At Oracle, we believe that no single solution can meet the industry’s unique needs and that a diversified approach requires advertisers to: 

  • Assess data sources to build audiences
  • Consider migrating audience targeting to registration-based environments
  • Test new identity solutions as they scale
  • Expand usage of contextual solutions like Oracle Contextual Intelligence 

Our portfolio approach has three core elements that provide advertisers with the fidelity and functionality to operate in a cookie-free web ecosystem: 

  1. Privacy-friendly audience and data
  2. Advanced contextual targeting capabilities 
  3. Measurement solutions  

1. Reach real people through consumer-centric audience segments

Oracle uses vast data assets and advanced data science to create its digital audiences. For example, more than 80% of Oracle Advertising audiences are based on offline and other data sources including first-party cookies, loyalty card information, retail purchases, vehicle registration, demographics, and online behaviors. 

Audiences built from offline data also have a greater chance of outperforming cookie-based audiences because they provide more tangible data than online tracking, which primarily shows intent rather than action. That makes it easier for marketers to know that someone is engaged in a category rather than trying to determine interest and intent when a site visitor stumble upon a category webpage.

The Oracle BlueKai’s ID Graph is a critical piece of our “portfolio approach,” helping advertisers reach audiences by leveraging a range of data sources. It links people's identifiers from across devices and channels so marketers can associate interactions with a customer profile. This supports cross-channel marketing helping advertisers to create relevant and personalized experiences for each person. The ID graph enables Oracle to reach 115 million households in the US today, and after removing cookies and MAIDs, Oracle will still be able to reach 99% of those households.

Oracle ID Graph integrates customer data for advertisers

2. Innovate today’s contextual intelligence for tomorrow

Despite the Oracle ID Graph being a common feature in the targeting mix today, some people may think that the same contextual targeting approaches used now will still apply in an identity-constrained ecosystem. The reality is that context needs to evolve. 

Expect data-informed contextual targeting to become commonplace. This form of context will marry the benefits and functionality of traditional context with audience information collected in privacy-friendly ways. 

This concept of leveraging data related to known individuals, sourced through privacy-friendly means, connecting to unknown consumers based on content consumption, represents a critical change to context. Previously, context served as a nice-to-have used for brand safety and occasional targeting. In the cookie-free ecosystem, context will take on a more significant role. 

The future of audience data reach will expand to include data-driven context inputs. When combined with the traditional contextual methods used today, advertisers and publishers will be in a better place to recoup the loss of scale and reach when cookies deprecate. 

Oracle Advertising audience targeting and addressability

3. Advance measurement 

Ad measurement is increasingly significant in digital advertising, making it integral to a portfolio approach. When universal identifiers are phased out, many advertisers and publishers will be curious to understand the efficacy of the replacement solutions implemented across TV and digital channels. Measuring campaigns and formats for performance-level insights that reveal whether they are reaching real people in relevant environments, and to what degree people are engaging with their ads is critical to the evolution of online advertising. 

Measurement, like context, also needs to evolve because neither browser nor device-based identifiers are viable long-term options. We’ve been planning for this shift, and the Oracle Moat Analytics verification solution doesn’t require identifiers. More broadly, cross-channel measurement has always required a systematic approach to identity, relying on multiple sources from census-level, demographic data, as well as subsets with known identity, such as cookies. 

Building a better advertising ecosystem 

While the digital advertising industry seeks out new solutions, Oracle’s portfolio approach can help meet marketing organizations’ needs. Oracle’s ID Graph provides the foundation to link multiple sources no matter how they evolve and adapt to privacy standards, including consented identities and other opt-in identities. 

Oracle is building on more than 10 years of data science to enable new advertising capabilities and has the technology to link datasets. Our solutions provide the speed and accuracy to maximize digital advertising campaign success in today’s privacy landscape. 


Learn more about Oracle Advertising's portfolio approach.

Brigitte Yuille

Content Manager

As a content marketing professional, Brigitte develops strategies and executes campaigns for large-scale, high-budget editorial, video, and social media projects that produce high-volume content.


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