2020 Azbee Awards of Excellence

Category

All Content > News Analysis > Northeast

Awarded to

Allison Schiff, Senior Editor; Ryan Joe, Managing Editor

Entry details

Oracle Data Cloud Kills Off Its AddThis Audience Business In Europe

Issue or publication date: March 18, 2019
Publication name: AdExchanger
Publishing company: Access Intelligence
Website home page: https://adexchanger.com/

Please describe the publication's mission and readership:

AdExchanger’s mission is to demystify the esoteric digital marketing and media space. We empower marketers, publishers and others with information that counteracts the rising complexity that has resulted from an influx of data and technology.

There are a few ways we do this:

We help readers understand the technology. The overcrowded ad tech and marketing technology landscape poses a daunting challenge to marketer and publisher executives who need to rationalize their vendor selection process. Some estimate there were more than 6,000 marketing and advertising technology companies operating in 2018.

We help readers understand the marketplace. Among this crowded advertising and marketing landscape, Google, Facebook and Amazon dominate advertising spending and account for most growth, leaving smaller players to find ways to survive – or get acquired.

We help readers understand the data. Platforms and devices have multiplied, leaving huge trails of data for marketers to interpret as they strive to send the right ad to the right person at the right time.

Our news and features illustrate these dynamics, along with thought leadership from industry experts, two podcasts and a cheeky weekly comic strip featuring AdExchanger Man.

We engage readers via Twitter, Facebook and LinkedIn. We keep them abreast of regular news coverage in a daily newsletter and send breaking news alerts as stories develop. We also bring readers and leaders together at three US conferences per year.

Please describe the enterprising work that went into this entry and its significance or impact on readers:

Over the last two years, AdExchanger has covered Europe’s General Data Protection Regulation (GDPR) with a close eye and an ear out for news. Europe’s sweeping privacy law, which went into effect in May 2018, has had a wide-ranging impact on the advertising technology community, in terms of compliance and in triggering necessary self-reflection as companies reckon with whether their business models will be viable in the future.

During an off-the-record catch-up chat, an AdExchanger source mentioned offhandedly that Oracle Data Cloud, which houses one of the world’s largest data marketplaces, had decided to shut down a portion of its audience business in Europe as a protectionary measure and to avoid regulatory scrutiny.

It was immediately clear that the source’s seemingly casual comment was the seed for a major story. AdExchanger quickly confirmed the development with multiple sources off the record and then with Oracle itself.

Oracle’s move to kill its third-party data business in Europe is evidence of the pressure faced by companies to evaluate and, in some cases, drastically change their business models. Oracle didn’t publish a press release or otherwise publicize in any way the AddThis shutdown on its own. By breaking this news, AdExchanger was able to simultaneously inform its readers about a development that could affect their own day-to-day business, and to examine the broader trend away from the use of third-party data.

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Entry URL(s), if applicable:
https://adexchanger.com/privacy/oracle-data-cloud-kills-off-its-addthis-audience-business-in-europe/

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