Oracle Data Cloud
C · Marketing TechnologyDefunctOracle Data Cloud provided advertisers and marketers with access to one of the world's largest collections of third-party audience data for targeting, measurement, and personalization across digital channels.
Last updated Mar 7, 2026 by AI Enrichment
- Industry
- Data Management Platform / Audience Data
- Business Model
- Data-as-a-Service
- Target Market
- Enterprise
- Employee Count
- 1001-5000
- Funding
- $0
- Revenue Range
- $500M-$1B
- Stock Symbol
- ORCL
- Parent Company
- Oracle Corporation
- API Available
- Yes
Market Position
Was one of the largest third-party data providers before wind-down
Overview
Oracle Data Cloud was Oracle Corporation's data management and audience targeting division that operated as a major player in the advertising technology ecosystem. Built primarily through Oracle's acquisitions of BlueKai (2014), Datalogix (2014), AddThis (2016), Moat (2017), and Grapeshot (2018), it became one of the largest third-party data providers in the digital advertising industry. The division offered audience data, measurement solutions, contextual targeting, and data management platform (DMP) capabilities to advertisers, agencies, and publishers. At its peak, Oracle Data Cloud claimed to have data on over 5 billion global consumers and processed trillions of data transactions annually. However, facing mounting privacy concerns, regulatory pressures (GDPR, CCPA), the deprecation of third-party cookies, and increased competition, Oracle began winding down the division in 2020. Oracle officially shut down its advertising and customer data businesses in 2021, selling some assets and discontinuing others. The company shifted focus back to its core cloud infrastructure and enterprise software businesses, marking the end of its ambitious but ultimately unsuccessful foray into the advertising technology market.
Products & Features
BlueKai DMP
Data management platform for collecting, organizing, and activating first, second, and third-party audience data
Oracle Audience Data
Third-party audience segments based on online and offline consumer behavior across billions of profiles
Moat Analytics
Ad measurement and analytics platform for viewability, attention, and brand safety metrics
Grapeshot
Contextual intelligence and brand safety solution for keyword and content-based targeting
Datalogix
Offline purchase data and measurement connecting digital advertising to in-store sales
AddThis
Website tools and data collection platform based on social sharing widgets
Key Features
Access to 5+ billion consumer profiles globallyCross-device identity resolutionOffline and online data integrationViewability and attention measurementContextual targeting capabilitiesBrand safety and suitability controlsPurchase-based audience segmentsReal-time data activation
Use Cases
Programmatic advertising audience targetingCustomer data management and segmentationCross-channel marketing personalizationAd campaign measurement and attributionLookalike audience modelingBrand safety and contextual targetingOffline sales lift measurement
Customer Segments
Enterprise advertisers and brandsAdvertising agencies and trading desksPublishers and media companiesDemand-side platforms (DSPs)Supply-side platforms (SSPs)