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.