This week’s guest blog post is contributed by Joe Zito, Vice President & General Manager of DMP, Oracle Data Cloud.
Having recently become the first Oracle executive whose sole focus is on Oracle’s DMP, I’m often asked, “What’s the vision for this product?”
I answer in just three words: private data cloud. What does that mean?
I’ll answer that in a bit. First, let’s cover how the vision developed—and it revolves around the idea of “core infrastructure.”
Core infrastructure is a term we use to describe something so valuable and integrated into what a business does that the business simply couldn’t operate without it.
Consider the mobile phone, a technology that quickly became “core infra” for each of our lives.
Now that I’ve defined core infra, let’s look at three observations that brought us to the vision for a private data cloud.
It seems clear the DMP has not yet established itself as core infrastructure to the market. I don’t just mean Oracle’s DMP, but all DMPs.
The DMP, as a technology, is not known for having the level of value and integration to make it core infra.
If that was the case, the DMP would be as ubiquitous in usage by businesses as the mobile device is to all of us. And yet…
While we don’t leverage our DMP as a marketer or publisher might, we simply could not do what we do for our clients and partners without it.
Is it because as a data and analytics company we inherently need a DMP just as a retailer needs retail stores to merchandise and sell product? Not quite.
Datalogix and AddThis (two data companies acquired by Oracle in developing the Data Cloud), could sell data and run analytics quite effectively outside of any partnership with BlueKai (who invented the DMP as a technology, coining the term/acronym in their first annual client summit prior to acquisition by Oracle). It’s core infra because…
The DMP is core infra to us because the raw assets of the Oracle Data Cloud and the breadth of functionality within the BlueKai DMP were brought together and pushed to a level entirely atypical of how any business uses their DMP today.
And the outcome is value far beyond what most DMP users receive—indispensable value.
To be clear, this isn’t just a sophisticated integration and complex use case; it’s a combination of assets proprietary to the Oracle Data Cloud and advanced functionality we built into the DMP for our own private usage.
We’ve used the DMP to create our own private data cloud, which we use to build, sell and deliver products as the Oracle Data Cloud.
And so we asked, what if we enabled everyone in the market to use both our proprietary assets and this exclusively leveraged functionality the very same way we do?
Will it provide a level of value so it will become core infra to others as it is to us? And given that approach is so much more and different than a DMP, what will we call it? How about a private data cloud?
Perhaps you’ve noticed I haven’t exactly explained what a private data cloud is yet? That’s purely because I’d like to help you develop an appreciation for delayed gratification.
As General Manager of The Oracle Data Management Platform, Joe is responsible for overarching strategy, product, marketing, sales, client services and partnerships related to the DMP.
He joined the Oracle Data Cloud via the 2015 acquisition of Datalogix, where he led GTM for their Ad-Tech channel, owning engagement with all DMPs, DSPs, Portals, Ad Networks, Agency Trading Desks and the rest of the ad tech ecosystem.
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