How innovation is ushering in the next phase of advertising, post-Oracle
By GumGum
Adam Schenkel, executive vice president, platform strategy and operations, GumGum
Oracle’s decision to shut down its advertising business leaves a substantial $300 million gap in the market that impacts Oracle’s direct clients and opens up significant opportunities for other ad tech companies.
In light of this, marketers are seeking a reliable alternative to Oracle’s Grapeshot technology that matches brands with consumers in the right moment and mindset.
Strategically reassessing tech stacks provides marketers a golden opportunity amid industry shifts
Oracle’s exit from ad tech, following billions of dollars worth of investments over the past decade, represents a pivotal moment for advertisers to re-evaluate their roster of tech partners, and to set a higher standard for advertising effectiveness.
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Source:: Digiday
