• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Analytics & Data

Oracle launches ‘largest B2B audience data marketplace’

The new Data Cloud resource provides data from Oracle-owned BlueKai, Datalogix, and AddThis, as well as leading providers like Bombora and Dun & Bradstreet.

Barry Levine on August 17, 2016 at 10:00 am
  • More
Oracle_ss_1920

Oracle has beefed up its data chops with the launch of what it describes as the largest B2B audience data marketplace.

Part of the company’s Data Cloud, it offers access to over 400 million business user profiles that are sliced into more than 4,000 pre-built audience segments, plus a million US companies with addressable decision-makers for account-based marketing.

Account-oriented segments can be based on such criteria as specific enterprise purchases, and individuals can be targeted by parameters like job functions or named industry events they’ve attended.

The data comes from Oracle-owned BlueKai, Datalogix, and AddThis, as well as from such B2B data partners as Bombora, Dun & Bradstreet, FullContact, Gravy Analytics, HG Data, Infogroup, Place IQ, and TransUnion. In addition, Leadspace provides predictive analytics.

The key differentiator, Oracle noted, is the access to such a large amount of B2B data in one place, with pre-built segments and tools to build others. The Data Cloud is integrated with over 200 platforms, including DSPs (demand-side platforms), DMPs (data management platforms), agency trading desks, publisher exchanges and ad networks. In addition to Oracle’s customers, companies that do not employ other Oracle technology can utilize it.

Previously, Oracle offered B2B data through Bizo, which LinkedIn owned. But Bizo was shut down earlier this year, and Microsoft purchased LinkedIn, so the Data Cloud built its own offering. Oracle also offers a B2C data marketplace through BlueKai.

Data Cloud Group Vice President Rob Holland pointed out via email that “the other major audience marketplaces today (Adobe, Acxiom, Exelate) are focused mostly on B2C, not B2B.” He added that “no other B2B marketplace [comes] close” to the new endeavor, since the Oracle marketplace includes the largest freestanding B2B data providers, like Dun & Bradstreet.

A typical use case, he said, might be a large hardware/software company that wants to target IT decision-makers who work for companies with more than 1,000 employees. Those companies might be limited to 10,000 that are in the hardware/software company’s list of accounts and have purchased a specific kind of equipment, with marketing targeted to individual decision-makers at those accounts who attended conferences related to that kind of equipment.

Accessible data has become a key calling card for the major marketing clouds, including Salesforce’s launch in 2014 of its Wave analytics cloud and Adobe’s unveiling last year of its Audience Marketplace.



About The Author

Barry Levine
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

Related Topics

Channel: Martech: Analytics & DataMarketing ToolsMarketing Tools: AnalyticsOracle

Subscribe to receive daily martech news and expert insights. See terms.

Processing...Please wait.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

Next Event: Sept. 14-15

Available On-Demand: March 2021

Available On-Demand: October 2020

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • SEO Wars: How to Resist the Dark Side and Earn Links Organically
  • Data & Organizational Roadblocks? Your Path to Frictionless Revenue Optimization
  • Converting with Conversational AI
  • 4 Ways Chatbot Marketing Can Drive Sales
  • Client Reporting Best Practices Guide
See More Whitepapers

Webinars

  • Drive Customer Engagement with the Power of Personalization
  • 7 Use Cases That Prove Why You Should Implement DAM
  • Accelerate Your SEO & Content Marketing Program with 4 Key Milestones
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

On-Demand Free Training

Receive daily martech news and analysis.

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2021 Third Door Media, Inc. All rights reserved.