Wiland Blog

While Oracle’s announcement that it will shutter its advertising business is no longer breaking news, many advertisers are still feeling the shockwaves. They have been forced to grapple with the ramifications for their own media plans and for the future of targeted advertising. Some trepidation about the state of data-driven marketing is warranted. But these events have also given advertisers the opportunity to revisit their marketing strategies and ensure that their future plans are based on reliable, sustainable solutions in an evolving data privacy landscape.

As we’ve previously discussed on the Wiland Blog, consumer data privacy has become the most important factor that marketing ecosystem participants must prioritize. It’s no secret that many of Oracle’s advertising solutions relied heavily on methods incongruous with a privacy-centric future. Google’s deprecation of third-party cookies is also still looming. But for data providers that use more effective targeting alternatives—and for their clients—there’s no reason for worry.

“Oracle exiting the ad business says more about Oracle’s strategy than it does about the advertising industry,” says Matthew Tindle, SVP, Product Management at Wiland. “For organizations that have mastered the ethical use of properly permissioned data to create targeted marketing solutions, the future is bright. Brands seeking to future-proof their strategies should turn to these data partners.”

At Wiland, we believe that ethical stewardship of consumer data and precise media targeting are not mutually exclusive. We know this because it is how we operate every day—helping our clients achieve their advertising goals across multiple channels while maintaining the highest standards of data privacy.

For advertisers who may be revising their marketing strategies in the wake of Oracle’s announcement, we are here to help. Here are some of our initial observations about what this news means for data-driven marketers.

Consumer Data Privacy Remains Paramount

While the current patchwork of state-level consumer data privacy laws presents challenges to marketers, it also represents an opportunity to identify the best data providers. Marketers must ensure that they are partnering with audience and data providers that operate with a privacy-first mindset and are transparent about where and how they source their data. Data partners like Wiland that adhere to the strictest data privacy compliance standards—and that are committed to immediately addressing any new guidelines that arise—are best positioned to help data-driven marketers achieve continued success in a changing environment.

Future-Proof Solutions Are Out There

Not all data partners are dependent on third-party cookies or the less-than-reliable data collection methods that seem to have contributed to Oracle’s departure from the ad business. Far from it. Wherever advertisers may be in their media targeting journey, top data partners like Wiland can equip them with privacy-compliant predictive marketing solutions that will fuel their success.

“We’re here for advertisers who are navigating this transition,” says Michelle Harness, Division Vice President with Wiland. “We’ve already had numerous conversations with brands and agencies about how to move their advertising from Oracle over to our solutions. They’re relieved to know they have a proven and trusted alternative like Wiland to alleviate any uncertainties about the future.”

Collaboration with Wiland can take many forms, from using our diverse audience solutions to data enhancement engagements. We continue to lead in defining the ethical, privacy-centric practices that are shaping the data-driven marketing landscape. Our clients are the beneficiaries as they can rest easy knowing that our audience and data products perform excellently while conforming to the highest standards of privacy compliance.

Our Continued Investment in Industry Leadership

Commitment to our clients’ success means we are continually investing in better data sources, pioneering more advanced technology, and enhancing our industry-best client care. For example:

• We have seen a 4X increase in the number of individual-level transaction signals flowing into our platform.
• We have new and expanded coverage in dozens of markets.
• The Wiland Cooperative Database continues to grow, with continuously refreshed data that represents $1 trillion+ in spending for over 250 million U.S. adult consumers, billions of purchase intent signals, and billions of social media signals.
• We continue to add to our 2,800+ pre-built audience segments, which cover every niche of the consumer economy and enable privacy-compliant media targeting at tremendous scale.

Wiland’s massive repository of data—when analyzed by our AI-enabled predictive analytics—fuels the creation of our custom-tailored audiences, which are helping marketers achieve their most ambitious campaign objectives. And our self-serve audience creation platform Wiland PersonaBuilder™ gives advertisers self-sufficiency in creating and activating custom advertising audiences with the assurance of data privacy compliance.

So as other players large and small exit the industry, we are leading the way in innovation, delivering solutions that position our clients for success both immediately and in the long term. We have earned the trust of thousands of brands, agencies, and nonprofit organizations, and we will be here to continue earning that trust for many years to come.