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Guest authors + Interviews

Data-driven marketing

Agency outlook on leveraging data in a post regulatory world

We sat down with Oliver Gertz, Managing Director EMEA for MediaCom Interaction at DMEXCO this past month to find out more about how agencies are leveraging data...

We sat down with Oliver Gertz, Managing Director EMEA for MediaCom Interaction at DMEXCO this past month to find out more about how agencies are leveraging data in a post-regulatory world and what that means for clients, vendors and the advertising landscape as a whole in the near future.  Oracle: How has regulation changed the way that advertisers, agencies and publishers are using data? Gertz: Regulation is about changing how we work with data to give consumers more control...

Guest authors + Interviews

Experience Oracle Data Cloud: 5 ways we welcome new employees

According to a recent blog by Click Boarding, up to 20 percent of employee turnover occurs in the first 45 days of employment and 23 percent of new hires...

According to a recent blog by Click Boarding, up to 20 percent of employee turnover occurs in the first 45 days of employment and 23 percent of new hires turnover before their first anniversary. One of the top reasons they leave is tied to a poor onboarding experience.    Think back to your first couple of weeks at a new company. The phrase "drinking from the fire hose" can come to mind. You need to gain access to new systems, learn productivity tools, navigate a new...

Data-driven marketing

The secret to balancing brand safety and reach

A steady parade of brand-safety nightmares has cast dark shadows across the programmatic environment, causing brands to retreat to the safety of stringent URL...

A steady parade of brand-safety nightmares has cast dark shadows across the programmatic environment, causing brands to retreat to the safety of stringent URL whitelists and blacklists. While a hypervigilant protective strategy usually works, it’s not foolproof, and it comes at the high cost of diminished reach.  The trap of thinking in absolutes There’s a yin and yang quality to the whitelist-blacklist approach. Within whitelisted sites, there may be brand-inappropriate...

Automotive

Busting the 3 biggest myths of in-market digital auto campaigns

I recently sat-in on a meeting to review the performance of an in-market digital auto campaign. The campaign was a 30-day in-market advertising push for a...

I recently sat-in on a meeting to review the performance of an in-market digital auto campaign. The campaign was a 30-day in-market advertising push for a full-size sedan that sells around 2,000-3,000 units each month. The review started with the following sentence: The campaign reached 15MM unique households. For the next hour, we shared metrics and discussed how “efficient” the campaign was from a cost-per-qualified-action standpoint. I can’t recall what was said in the...

Data-driven marketing

Finding the right 3rd party data to reach travel audiences

The evolution of digital consumerism has given rise to online travel agents (OTA’s), increasing consumer demand and drastically changing the way customers book...

The evolution of digital consumerism has given rise to online travel agents (OTA’s), increasing consumer demand and drastically changing the way customers book trips. More than ever before, digital savvy customers are exposed to more travel options. This increase in information sharing has caused a shift in the buyer consideration process. Historically, customers focused on product, price, and limited in-network feedback to make a purchase decision. Now, the buyer...

Guest authors + Interviews

100% deterministic, 80% wrong: How deterministic data lies to you

This week’s guest blog post is contributed by Audrey Thompson, Senior Director Data Science, Oracle Data Cloud. In the digital advertising ecosystem, there is a...

This week’s guest blog post is contributed by Audrey Thompson, Senior Director Data Science, Oracle Data Cloud. In the digital advertising ecosystem, there is a bit of an obsession with deterministic identity data.  Advertisers keep demanding that platforms answer the question, "how much of your identity data is deterministic?" and platforms keep feeling the need to "out-deterministic" their competitors when pitching their solutions. The two assumptions made in this line of...

Guest authors + Interviews

Shedding a light on invalid traffic

Invalid traffic (IVT) has been a subject of deep concern for marketers and media companies alike for several years as plenty of news headlines can attest. But...

Invalid traffic (IVT) has been a subject of deep concern for marketers and media companies alike for several years as plenty of news headlines can attest. But despite universal agreement in the industry that it’s a significant issue, there are still common misunderstandings throughout the digital media industry about how IVT is generated, how to find it, and even what it is. We recently hosted a live webinar, “Shedding a Light on Invalid Traffic,” covering those topics and...

Guest authors + Interviews

Evaluate your data onboarding partners using match tests

This week’s guest blog post is contributed by Kaitlyn Ly, Oracle OnRamp Product Manager, Oracle Data Cloud. Marketer demands for accurate data,...

This week’s guest blog post is contributed by Kaitlyn Ly, Oracle OnRamp Product Manager, Oracle Data Cloud. Marketer demands for accurate data, superior audience reach, and effective targeting have not changed, but data onboarding provider performance across each of these areas has become increasingly important. To stay competitive, companies are starting to conduct head-to-head “match tests.” What is a match test? It’s a way for marketers to evaluate data onboarding...

Guest authors + Interviews

What’s the optimal size for a mobile ad?

This week’s guest blog post is contributed by Brian Barwick, Account Manager, Oracle Data Cloud. The average consumer’s smartphone screen has become precious...

This week’s guest blog post is contributed by Brian Barwick, Account Manager, Oracle Data Cloud. The average consumer’s smartphone screen has become precious real estate. With more than 1.5B smartphone sales annually across the globe, and the large increase in time spent by adults on mobile devices over the last decade, the marketer’s battle for user attention is now squarely centered in the mobile world. Marketers deserve a better shot at reaching attentive mobile audiences,...