You know that Oracle has advertising technology, but may not have realized that it also offers compiled audience data. They’ve just launched an integration with OpenX, which supports ad sales on CTV, apps, and websites. The deal will make it easier to define audiences using Oracle data and reach them through CTV and other channels.
It’s easy to think that third party data is going away, but that universe is actually alive and growing. Narrative provides a marketplace for data from more than 70 providers, including identifiers, demographics, behaviors, locations, purchase, and more. They just partnered with data clean room vendor Habu to make it easier for Habu clients to use.
Do you have a friend who’s a bit fuzzy on how CTV targeting works and how it can be privacy-compliant? The IAB has just the paper for you, a 48-page briefing called Project Crosswalk 2.0 that explains it all in glorious detail. Worth a look if this is a topic you expect to come up at the office or to fill an awkward silence on your next blind date.
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.