In the ever-evolving landscape of digital advertising, staying ahead of the competition requires not only leveraging advanced technology but also adopting strategies that maximize precision, privacy, and efficiency. Oracle Advertising Cloud has long been a trusted name in the industry, providing robust solutions for advertisers. However, with Oracle’s decision to shutter its operations, it’s a unique opportunity for brands to understand how newer, innovative platforms like consumr.ai can offer innovative capabilities, particularly in the realm of contextual targeting.
Contextual targeting has always been a cornerstone of effective digital advertising. The ability to serve ads based on the context of the content being consumed allows advertisers to reach their audience in a relevant and non-intrusive manner. This is the way TV advertisers still decide their buys in the upfront. Oracle Advertising Cloud has been instrumental in this space, with the acquisition of various companies over the years, including Moat, Datalogix and of course Grapeshot. consumr.ai brings a fresh perspective to contextual targeting, leveraging deterministic data to achieve unprecedented accuracy.
Oracle’s approach largely relies on probabilistic data, driven by keyword matches on content for the most part which, while effective, is not without its limitations. Probabilistic data models make educated guesses about user behavior and preferences, often leading to assumptions that may not always be accurate. In contrast, consumr.ai employs deterministic data, based on observed, real-world consumer behavior organized by cohorts avoiding privacy issues. This shift from guesswork to certainty ensures that advertisers can target their audience with greater precision and confidence.
The identified behavior of over a million behaviorally driven interests utilizing machine learning, heuristics and statistical modeling that is proprietary to consumr.ai’s algorithms that help brands personify their customers behaviors at a cohort level on the hundreds and thousands of Google, DV360 and IAB affinity segments and thus immediately activatable at no cost within ANY DSP or google/DV360.
In today’s digital age, privacy concerns are at the forefront of both consumer and regulatory priorities. The General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) have set stringent standards for data privacy, which advertisers must comply with. Oracle Advertising Cloud, while robust, can sometimes struggle with the complexity of these regulations, given its reliance on extensive data collection practices. Rumor has it that exactly because of this Oracle has decided to close shop (new acquisitions might suffer from the baggage of the past).
The consumr.ai platform, on the other hand, is built from the ground up with privacy in mind. It employs a privacy-first approach, ensuring that no customer data is exchanged. This means that advertisers can leverage the power of brand data without worrying about violating privacy regulations. Consumr.ai’s compliance with GDPR and CCPA not only safeguards consumer privacy but also builds trust and credibility for brands using the platform.
One of the standout features of consumr.ai is its speed. Traditionally, grapeshot was offered as custom segments or baked in segments through the DSP’s delaying the activation of campaigns. On the other hand, consumr.ai however, boasts a 60-second integration process. Advertisers can link their business manager accounts, log in, and start seeing actionable insights almost immediately.
This rapid deployment is a game-changer in the fast-paced world of digital advertising. It allows brands to react quickly to market changes, optimize their strategies in real-time, and stay ahead of the competition. The first report is available within 45 seconds of logging in, providing immediate value and enabling advertisers to make data-driven decisions without delay.
A significant advantage of consumr.ai is its ability to provide granular, actionable insights. While Oracle Advertising Cloud offers comprehensive data analytics, consumr.ai’s focus on deterministic data provides a clearer, more accurate picture of consumer behavior. This granularity allows advertisers to understand their audience at a deeper level, enabling a better perspective on what context will resonate with your target audiences.
One of the most compelling reasons for Oracle Advertising Cloud customers to consider consumr.ai is its cost structure. Unlike standard ad tech products that charge based on CPM (cost per thousand impressions) for utilizing contextual segments, consumr.ai offers a more stable and predictable pricing model. It operates on a fixed annual fee, regardless of media spend levels. This pricing structure is particularly beneficial for advertisers looking to manage their budgets more effectively and increase their success without paying more.
By not tying costs to media spend, consumr.ai ensures that advertisers can allocate their budgets more strategically. This predictability in costs allows for better financial planning and resource allocation, enabling advertisers to focus on maximizing their return on investment without worrying about fluctuating ad spend costs.
Additional Benefits
Consumr.ai offers a range of other benefits that enhance its appeal:
Ease of Use: Uncovering deep deterministic behaviorally based consumer insights – takes place in minutes. Setup is minimal and no ‘technical deployment’ is necessary. From Insights to Activation is a few clicks. That makes the platform user friendly.
Future-Proof: Regardless of the latest Google news, brands will be asked to act continuously on privacy-appropriate advertising technologies. Consumers are demanding a better way. Consumr.ai is privacy safe and consumer friendly.
Granular Insights: The platform provides detailed insights into consumer behavior, their interests, passions, preferences, and more. This level of intelligence allows advertisers to craft highly personalized and effective campaigns.
Real-Time Adjustments: consumr.ai allows for real-time adjustments to interest based campaigns based on performance data, ensuring that advertising strategies can be continuously optimized for maximum impact. This is a truly unique capability in the marketplace for social and programmatic advertising strategies.
Holistic Customer Understanding: By integrating brand data from various sources, consumr.ai provides a comprehensive view of your customer journey, from initial intent to final purchase. This holistic understanding enables advertisers to create more cohesive and effective marketing strategies.
While Oracle Advertising Cloud has been a stalwart in the digital advertising space, the evolving landscape demands more advanced, privacy-centric, and efficient solutions. Which, by the way, is recognized by Oracle and explains their decision. Consumr.ai with its deterministic data, privacy-first approach, rapid deployment, and cost-effective pricing model, presents a compelling replacement for brands and agencies looking to stay ahead in a competitive market and now in need of a replacement capability.
The future of digital advertising lies in precision, privacy, and agility. consumr.ai embodies these principles, offering a platform that not only meets but exceeds the demands of modern advertising. For current Oracle Advertising Cloud customers, making the switch to consumr.ai is the strategic move needed to enhance their advertising effectiveness and achieve greater success in an increasingly complex digital world.
consumr.ai is a consumer intelligence platform that analyses behavioral data from tik tok, meta, google, snapchat and pinterest to tell you what your audience thinks, searches, buys and content they consume. Unlock the power of first party intelligence strengthened by real time behavioral signals from digital marketing platforms.
consumr.ai is a consumer intelligence platform that analyses behavioral data from tik tok, meta, google, snapchat and pinterest to tell you what your audience thinks, searches, buys and content they consume. Unlock the power of first party intelligence strengthened by real time behavioral signals from digital marketing platforms.