Amid Oracle fallout, advertisers are weighing up challengers against established vendors
By Sam Bradley
The impending closure of Oracle’s ads business has left advertisers with a tricky choice: opt for established alternatives for a faster, smoother transition, or take a chance on a challenger that might take longer to integrate but could offer unique benefits beyond what Oracle provided.
It’s not entirely clear who will win out as marketers look to replace Oracle’s expertise in data, contextual targeting and most of all, ad verification. While some expect the market’s incumbent frontrunners DoubleVerify and Integral Ad Science (IAS) to become the go-to options, others believe marketers will take the time to look farther afield.
Whatever they decide, marketers are on the clock. Oracle’s entire ads business, including Grapeshot, Moat, Bluekai and Datalogix, shuts down at the end of September. That leaves just over two months to make decisions that usually take much longer, especially for ad verification companies.
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Source:: Digiday
