Oracle Data Cloud tackles audience quality

Oracle Data Cloud, the cloud-based data management platform for marketing, offers best practice on audience quality.

$57 billion was spent on digital display advertising in the US in 2018 ("US Ad Spending 2018," eMarketer Report). That doesn't mean those resources were used wisely. Unfortunately, audience quality has not been advertisers' focus, to their detriment. Audience quality is essential to a successful campaign. Without investing in it, consumers are bombarded with messages or encounter irrelevant ones, which annoys and frustrates them. For advertisers, this equates to missed opportunities and wasted resources.

What Contributes to Poor Audience Quality?

  1. Bad actors
  2. Weak identity graphs
  3. Overextension
  4. Limited source data
  5. Underperforming models

Audience Provider Audit Programs

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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