Connect with execs from The New York Times, TIME, Dotdash Meredith and many more
How innovation is ushering in the next phase of advertising, post-Oracle
Adam Schenkel, executive vice president, platform strategy and operations, GumGum
Oracle’s decision to shut down its advertising business leaves a substantial $300 million gap in the market that impacts Oracle’s direct clients and opens up significant opportunities for other ad tech companies.
In light of this, marketers are seeking a reliable alternative to Oracle’s Grapeshot technology that matches brands with consumers in the right moment and mindset.
Strategically reassessing tech stacks provides marketers a golden opportunity amid industry shifts
Oracle’s exit from ad tech, following billions of dollars worth of investments over the past decade, represents a pivotal moment for advertisers to re-evaluate their roster of tech partners, and to set a higher standard for advertising effectiveness.
For marketers, this transition phase will require a reassessment of their technology stacks and possibly migrating to new platforms. While this process may be intricate and resource-demanding, it presents a valuable opportunity to refine data strategies and boost marketing effectiveness. Advertisers that comprehensively adopt solutions like advanced contextual, real-time attention optimization and high-impact creatives, can better understand their customers and deliver more personalized, impactful campaigns.
Identifying the right alternative for enhanced marketing impact
A suitable alternative, for example, would allow clients to seamlessly leverage advanced contextual targeting directly within their DSP, thanks to the IAB’s Content Taxonomy. This flexibility enables brands to select from curated segments tailored for seasonal and cultural events, personas and positive diversity, equity and inclusion (DEI) news, helping them reach key audiences more effectively.
For advertisers with more specific needs, the ability to create custom segments that precisely target specific keywords and contexts, ensuring brand safety is a crucial feature in an Oracle alternative.
On the publisher side, such alternatives can help unlock new revenue opportunities by commanding premium pricing for ad placements in both relevant and safe content. Additionally, solutions in this vein help publishers avoid unnecessary keyword blocking — a common issue that can severely limit revenue potential. Publishers can also use these to maximize their inventory’s value while maintaining a high standard of content safety.
Innovative solutions are helping marketers embrace the future of advertising
As ad tech companies seek to capitalize on the newly available market share post-Oracle, marketers will be scrutinizing alternative solutions for their viability and ease of transition from Oracle’s technology.
By strategically assessing tech stacks, marketers can enhance their advertising impact and create a perfect match between brands and consumers. The companies that remain agile and innovative, and create great consumer experiences amid industry shifts toward AI-powered targeting, data privacy solutions and first-party data strategies, will be the ones to lead the way.
It’s another reminder that in the fast-paced world of digital advertising, companies must be ready to adapt, innovate and lead. For these post-Oracle alternative solutions, this moment is an opportunity to help marketers step into a new era of effective digital advertising.
Sponsored by GumGum
More from Digiday
YouTube’s AI slop crackdown has creators concerned, marketers cheering
Despite the potential crackdown, both creators and marketers broadly view YouTube’s updated policies as a positive move. They believe it indicates that the platform is paying attention to the ways creators are using AI — and that it’s open to AI tools that don’t result in the propagation of so-called “AI slop” videos.
Generative AI sparks brand safety concerns marketers know all too well
Despite concerns around brand misuse and IP, most marketers are sticking to traditional strategies.
‘Production is a big topic right now’: With AI moving beyond media, Publicis turns toward creative
The holdco is positioning AI as core infrastructure for ad production not just media buys.