The rise, stall and fall of Oracle’s advertising business

It’s closing time for Oracle Advertising.

The Texas software and cloud computing giant’s advertising business once led the market. But after years spent acquiring companies, Oracle’s ad tech satellite found itself exposed to more intense regulation and relentless competition. As of today it’s being wound up, a book of blue-chip clients dispersed to former rivals and a talented staff unceremoniously given the boot.

It’s a sober end for a business that ex-staffers, industry experts and former competitors describe as an ambitious, well-resourced organization with a collegiate internal culture — in the beginning, at least. But as the founding executives of its acquired businesses left, ex-staffers say culture gave way to corporate distance, innovation slowed and growth avenues closed up.

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