How innovation is ushering in the next phase of advertising, post-Oracle

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. 

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. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.