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How to win as a marketer in the post-Oracle advertising data marketplace

By Admin

It can feel devastating when a trusted partnership ends. And with Oracle shutting its ad business this coming September 30, marketers may be concerned about where to buy their audience data.

Most transitions aren’t as simple as making a few calls and pushing a couple of buttons. Marketers need to do research, ask questions and check prices, all while prioritizing quality. They must act fast to find a partner who can live up to or surpass what they had with Oracle, and right now that might feel like a bit of a scramble.

This is the perfect opportunity to evaluate what’s important to you as you choose your next data provider. The data still exists, and you can get it.

Ask the right questions with potential data partners

If a customer needs a new TV, they’re going to know everything about every TV out there. It’s their money, and they’re spending it and bringing this thing into their house. It’s the same way with a data marketplace. Now is the time for you to learn about your potential data partners, and choose the one that’s right for you.

If Oracle gave you nine things you liked, maybe you need seven of those from the next provider and a few new things from someone else. Take that as the criterion when you consider data marketplace A versus data marketplace B. Do they refresh their data consistently? What privacy policies do they honor? Will they share their vetting processes for their own data providers?

Ask about their opt-out and opt-in policies, and what type of identifiers work with their protocol. What’s their response time? Do they have tech people in-house or is this outsourced? If they’re using a pixel to get that data, can you see the pixel? Can you see their privacy policy page? All this matters, because it determines what’s going into your data. You might not get all of those answers, but the answers you do get will let you know if that data provider is for you.

At Stirista, we are very stringent when we talk to data partners. We might ask about their policies regarding General Data Protection Regulation or the California Consumer Privacy Act, as well as their thoughts about Daniel’s Law, which prohibits disclosure of the residential addresses of certain persons.

Again, in choosing your new data provider, you need to determine whether they can confirm that their data is not being used to target specific groups for negative things. We take these things seriously.

Don’t be afraid to ask a potential partner these questions:

Data refresh: How often is the data updated? Understanding the frequency of data refreshes is crucial for ensuring data accuracy and relevance.

Privacy policies: What specific privacy regulations does the company adhere to? This question can help determine the company’s commitment to protecting user data.

Data provider vetting: Can they outline the process used to evaluate and select data providers? Transparency about data sourcing is essential for trust and reliability.

Opt-out/opt-in policies: How can users control the collection and use of their data? Understanding user preferences is vital for ethical data practices.

Identifiers: What types of user identifiers are compatible with their system? This question clarifies the technical requirements for integrating with the platform.

Response time: How quickly can they typically provide data or insights after a query? Efficient response times are crucial for real-time decision-making.

In-house vs. outsourced: Is their data processing and analysis handled by in-house staff or outsourced? This question determines the level of control and expertise within the company.

Pixel visibility: Is the tracking pixel used for data collection visible to users, or is it transparent? Understanding pixel behavior is important for transparency and compliance.

Privacy policy accessibility: Can they provide a link to your privacy policy for review? Easy access to privacy information is essential for user trust.

Find a different route to get to the same place

With Oracle exiting the field, the data is not going away. You just need to access it differently. If you worked with Oracle, you might have already gotten data from Stirista. We had a close partnership with them, thanks to our 30,000 audience segments, including intent and loyalty signals in 17 industries. We bring data accuracy and deliverability, with more than 100 million email impressions and 200 million digital impressions monthly via our email service platform (ESP) and demand side platform (DSP).

You can get our data on a lot of other marketplaces also, such as LiveRamp, The Trade Desk, Lotame and TruAudience. And while other data providers might use an onboarder to get the data to you, we have our own tech team to handle this smoothly. With segment-to-ID mapping, we can say, “You were using this exact segment in Oracle’s platform, ID 123, a Toyota Camry. We have that same Toyota Camry segment in LiveRamp, and here’s the ID.” It’s the same exact data from us.

The lesson: Just as a consumer shouldn’t wait until a vendor has gone away to become more informed, so shouldn’t you wait until a data marketplace closes down to understand if the data you’re using is the best available. You can reevaluate that all the time, and you don’t have to be beholden to where you currently shop.

Stirista can help you succeed on many levels. We’re playing a part in guiding this narrative by the work that we’re doing, and we can help bridge this gap.

By Admin

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A rare Olympic pin is “viraling” its way around the internet, fast becoming one of the more talked about and desirable objects on Earth—playfully featuring the Olympic rings as smoke clouds puffed from the mouth of the world’s most famous proudly weed-smoking rapper and beloved NBC commentator for the Paris Olympics: Snoop Dogg. The irony, of course, is that it’s safely assumed to be smoke from a substance banned at the Olympics. But, because it’s Snoop, it’s all good—there’s no moral fuss (nor should there be!) because everyone is too busy wondering why the Olympics and Snoop Dogg are a brand-match made in heaven … and why he’s become one of the most sought-after brand ambassadors of all time for all manner of brands. The BIC spot, dubbed “Lit Games,” comes from Doner, aiming to keep the fires burning on the most successful celeb collaboration in the brand’s history. Snoop Dogg Gives Martha Stewart ’10 Out of 10′ for Her Lighter Skills in BIC Ad Why Snoop plays well with others Snoop has endorsed a staggering 43 brands since his first ’90s collaboration with Stüssy. Add in the seven brands he owns and promotes, and that brings the count to 50. The range and caliber of brands Snoop “fits” with—Dunkin’, Corona, Klarna, Gucci—defy the laws of marketing gravity. Teach us, Doggfather! He’s always known success. In 1993, Snoop’s Dr. Dre-produced album Doggystyle became the best-selling global album in its first week. Its hit single got an entire generation to throw their hands in the air and wave them like they just don’t care, and millennials never stopped. When I was a teen in LA, no matter the zip code of your house party or prom, you heard Snoop and followed suit—he was viral way before it was a quotidian verb. But don’t be fooled that nostalgia alone is driving Snoop’s latest swell; Snoop has always known his worth as a unifying icon. According to Death Row Records (which he bought in 2022): he was “a perfect blend of street, cool and fun, a combination that appeals to a universal audience. He wasn’t viewed as menacing or anti-white like other gangster rappers … Snoop Dogg was just cool.” Universally cool. And straight-up. Snoop “keeps his mind on his money and his money on his mind”—he is explicit about his ambitions and talks transparently about business and brand deals. He confessed to Tiffany Haddish that he yessed a few endorsements “just for the money,” and this honesty and hustling of corporate America is respected by marketing-savvy millennials and Gen Z. And consistent. Snoop’s style and vibe have been true since day one—his laid-back SoCal attitude, rhyming reactions, and interest in diverse music and people. Snoop embodies the best practices of a brand—he never strays from this core and helps people connect the dots. Snoop told Jimmy Fallon his Olympics tracksuit was “not an NBC thing, it’s an LBC thing,” citing his Long Beach roots while linking them to the brand he’s promoting, artfully making his endorsement feel smooth and legit. Snoop endorsements guarantee boosts of attention and, when done right, sales, so it makes sense that so many brands are game to try. The best-performing brands follow Snoop’s lead and link product truths to his core equities, like Skechers, which saw a record $2 billion in sales following his Super Bowl ad with Martha Stewart. Others, like Solo Stove, lead with product and add a wink of Snoop, ultimately seeing an attention uptick but less sales impact. Why? Likely because it feels like an attempted growth shortcut, not a thing Snoop is dropping like it’s hot. Culture-fit for the Olympics Like all nations, the U.S. brings its best of the best to the Olympics, each with a story of realized dreams. Two archetypal ways to “make it” in America appear: “rugged individualism,” where you have the grit to pick yourself up by your bootstraps no matter what; and “be a yes man” (or woman), where you seize and make the most of every chance you encounter, trusting one might yield gold and glory. Snoop’s story is a rare alchemy of these archetypes and a balancing act of seemingly opposite ways of being. He is totally chill and prolifically hard-working. He’s playful (even giggly) and serious about what matters; he thanks himself and constantly dishes respect to fellow strivers, artists and elders. Snoop speaks often and pridefully of his lawless gangster youth and, fully aware his path was lucky, creates different possibilities for youth like him today. Snoop is always true to himself and unafraid to reinvent himself—he loves trying and building new things, and his humor is disarming. In America’s most divisive era, this ethos and attitude brings timely, refreshing Zen to the airwaves. Especially in an election year when brands avoid sides, Snoop reaches and catalyzes people across demographics and generations—an ultimate unifier. What Snoop likes, does and buys is something everyone can feel chill liking, doing and buying. So, what better place than Paris’ world stage to promote a fun-loving, cool flavor of American patriotism that inspires common ground? And who better than Snoop—wrapped in an American flag shedding genuine tears during the national anthem—to deliver the message? No one. According to Snoop: “The Olympics brings everybody together, all countries together, all people together—yes, through competition, but peace and love and unity is the end goal.”

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A rare Olympic pin is “viraling” its way around the internet, fast becoming one of the more talked about and desirable objects on Earth—playfully featuring the Olympic rings as smoke clouds puffed from the mouth of the world’s most famous proudly weed-smoking rapper and beloved NBC commentator for the Paris Olympics: Snoop Dogg. The irony, of course, is that it’s safely assumed to be smoke from a substance banned at the Olympics. But, because it’s Snoop, it’s all good—there’s no moral fuss (nor should there be!) because everyone is too busy wondering why the Olympics and Snoop Dogg are a brand-match made in heaven … and why he’s become one of the most sought-after brand ambassadors of all time for all manner of brands. The BIC spot, dubbed “Lit Games,” comes from Doner, aiming to keep the fires burning on the most successful celeb collaboration in the brand’s history. Snoop Dogg Gives Martha Stewart ’10 Out of 10′ for Her Lighter Skills in BIC Ad Why Snoop plays well with others Snoop has endorsed a staggering 43 brands since his first ’90s collaboration with Stüssy. Add in the seven brands he owns and promotes, and that brings the count to 50. The range and caliber of brands Snoop “fits” with—Dunkin’, Corona, Klarna, Gucci—defy the laws of marketing gravity. Teach us, Doggfather! He’s always known success. In 1993, Snoop’s Dr. Dre-produced album Doggystyle became the best-selling global album in its first week. Its hit single got an entire generation to throw their hands in the air and wave them like they just don’t care, and millennials never stopped. When I was a teen in LA, no matter the zip code of your house party or prom, you heard Snoop and followed suit—he was viral way before it was a quotidian verb. But don’t be fooled that nostalgia alone is driving Snoop’s latest swell; Snoop has always known his worth as a unifying icon. According to Death Row Records (which he bought in 2022): he was “a perfect blend of street, cool and fun, a combination that appeals to a universal audience. He wasn’t viewed as menacing or anti-white like other gangster rappers … Snoop Dogg was just cool.” Universally cool. And straight-up. Snoop “keeps his mind on his money and his money on his mind”—he is explicit about his ambitions and talks transparently about business and brand deals. He confessed to Tiffany Haddish that he yessed a few endorsements “just for the money,” and this honesty and hustling of corporate America is respected by marketing-savvy millennials and Gen Z. And consistent. Snoop’s style and vibe have been true since day one—his laid-back SoCal attitude, rhyming reactions, and interest in diverse music and people. Snoop embodies the best practices of a brand—he never strays from this core and helps people connect the dots. Snoop told Jimmy Fallon his Olympics tracksuit was “not an NBC thing, it’s an LBC thing,” citing his Long Beach roots while linking them to the brand he’s promoting, artfully making his endorsement feel smooth and legit. Snoop endorsements guarantee boosts of attention and, when done right, sales, so it makes sense that so many brands are game to try. The best-performing brands follow Snoop’s lead and link product truths to his core equities, like Skechers, which saw a record $2 billion in sales following his Super Bowl ad with Martha Stewart. Others, like Solo Stove, lead with product and add a wink of Snoop, ultimately seeing an attention uptick but less sales impact. Why? Likely because it feels like an attempted growth shortcut, not a thing Snoop is dropping like it’s hot. Culture-fit for the Olympics Like all nations, the U.S. brings its best of the best to the Olympics, each with a story of realized dreams. Two archetypal ways to “make it” in America appear: “rugged individualism,” where you have the grit to pick yourself up by your bootstraps no matter what; and “be a yes man” (or woman), where you seize and make the most of every chance you encounter, trusting one might yield gold and glory. Snoop’s story is a rare alchemy of these archetypes and a balancing act of seemingly opposite ways of being. He is totally chill and prolifically hard-working. He’s playful (even giggly) and serious about what matters; he thanks himself and constantly dishes respect to fellow strivers, artists and elders. Snoop speaks often and pridefully of his lawless gangster youth and, fully aware his path was lucky, creates different possibilities for youth like him today. Snoop is always true to himself and unafraid to reinvent himself—he loves trying and building new things, and his humor is disarming. In America’s most divisive era, this ethos and attitude brings timely, refreshing Zen to the airwaves. Especially in an election year when brands avoid sides, Snoop reaches and catalyzes people across demographics and generations—an ultimate unifier. What Snoop likes, does and buys is something everyone can feel chill liking, doing and buying. So, what better place than Paris’ world stage to promote a fun-loving, cool flavor of American patriotism that inspires common ground? And who better than Snoop—wrapped in an American flag shedding genuine tears during the national anthem—to deliver the message? No one. According to Snoop: “The Olympics brings everybody together, all countries together, all people together—yes, through competition, but peace and love and unity is the end goal.”

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