This week’s guest blog post is contributed by Joe Zito, Vice President & General Manager of DMP, Oracle Data Cloud.
In the previous installment of this series, I discussed the concept of core infrastructure.
This is when a solution provides such immense value so as to become indispensable to the successful operation of a business.
I then considered why the DMP as a technology has not yet attained “core infra” status within the market, despite the observation that our own DMP is truly core infra for the Oracle Data Cloud.
I had landed on the realization that we brought together the breadth of our own assets with advanced DMP functionality in building our own “private data cloud,” theorizing that if we enabled the market to do the same, they would eventually find this next-gen DMP to be core infra for themselves, too.
The Oracle Data Cloud has more than $2T in consumer transactions, most of which come from offline brick-and-mortar store locations.
Similarly, all of our clients also have their own non-digital assets that must be brought online, and translated from identified person to anonymous digital ID with the utmost respect for consumer privacy.
Connecting offline-to-online at scale requires the solution to be built directly within the architecture of the platform, rather than separate-yet-integrated. And to do this with both scale and accuracy, the platform must fully leverage a comprehensive identity asset.
No enterprise within the mobile-first, multi-device reality can have a data management solution without the inherent functionality to connect individual consumers to all of their devices and reach those consumers everywhere they spend their time, including walled gardens.
We’ve fully integrated our identity graph, connecting every sort of digital ID to full PII with advanced data hygiene and identity reconciliation rules systems.
Our DMP clients also heavily invested in building their own homegrown identity graphs, which they want to leverage within the DMP just as we do; we want to enable integration of those assets as well. But aside from identity graphs, what about the proprietary IDs themselves?
Every business has a persistent unique ID upon which their data and analytics ride. Instead of having to match that ID and translate to a cookie-based ID as the traditional DMP requires, there is immense value in having everything in our DMP instance built upon the ID that the rest of an existing infrastructure already revolves around.
And that ID persists even if the cookies attached to it do not. This ability to bring your own ID is also crucial for…
All marketers have an environment aside from their DMP in which they house raw data assets, build custom predictive models, run advanced analytics, etc.
While our own data science team leverages our DMP to collect and deliver data, we simply couldn’t expect them to do truly useful, complex data science in a DMP versus the environment they’ve custom-built for that kind of work.
Thus, we’ve created an always-on, real-time, in/out sync of raw data streams between our DMP and legacy systems (again, leveraging our own private ID). This creates a single living ecosystem rather than having multiple platforms integrated to update aggregate data files on some scheduled cadence. This also enables us to have a …
While our data scientists have their own part of our infrastructure to work within, those of us without PhDs also need the ability to custom-build data segments for both targeting and analytics.
Thus, our platform allows anyone to effortlessly access ID-level, domain-level, event-level data from more than 15MM websites globally to build audiences with the same ease as using a simple search engine and point/click selection tools.
And once built, we need to fulfill those audiences to any part of the digital ecosystem without latency or loss of scale. Consequently, we have a fully scaled fulfillment network.
The Oracle Data Cloud does not have a highly trafficked site or substantive media presence. So our scale would be insufficient if we had to rely upon our own “digital footprint” to sync IDs for collection and delivery of data.
The same goes for our clients: it doesn’t matter if you’ve built a solid data strategy for engaging with consumers if you can only connect with a fraction of them outside of your DMP.
We use the aforementioned 15MM websites to maintain a fulfillment network upon which we can collect and deliver data globally, at the utmost scale, without latency. And our clients get to leverage this as well.
Unifying data between offline and digital environments. Connecting consumers across all devices and reaching them anywhere online including walled gardens.
Building upon our existing infrastructure by leveraging our own unique private ID and proprietary identity graph, with raw data in/out synchronization. A queriable data lake (both first- and third-party data) and globally scaled fulfillment network.
These are just some of the elements of our own Private Data Cloud that we want our clients to use as we help them build their own private data clouds.
But what makes this so valuable that it’s considered core to our infrastructure? Let’s explore some use cases uniquely enabled by bringing together these components in Part Three of “The Private Data Cloud and Core Infra.”
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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