SOURCE: Oracle Corporation

Oracle Corporation

November 03, 2015 08:00 ET

Oracle Data Cloud Launches "Validated Demographics" Audiences, Offering Age and Gender Targeting With up to Twice the Accuracy of Industry Benchmarks

New Audiences Leverage Advanced Data Science to Combine the Best of Bluekai, Datalogix and Third-Party Data Across Over 200MM Cookies

REDWOOD SHORES, CA--(Marketwired - Nov 3, 2015) - Oracle (NYSE: ORCL) -- The Oracle Data Cloud today launched "Validated Demographics," age and gender targeting across an audience of over 200MM unique IDs with up to twice the precision of age and gender benchmarks, per the industry-wide campaign norms tracked by Nielsen's Digital Ad Ratings and comScore's Validated Campaign Essentials (vCE).1 

"Too many digital impressions are served to the wrong demographic target," said Eric Roza, Senior Vice President of the Oracle Data Cloud. "Validated Demographics helps eliminate waste by applying advanced Data Science across a range of different data sources to provide age and gender data that's up to twice as accurate at unprecedented scale on both desktop and mobile devices."

"When it comes to reaching the right audiences, balancing both scale and precision presents an ongoing challenge for advertisers and agencies," said Mark Donovan, CMO of comScore. "Oracle's Validated Demographics is a welcome addition to the marketer's tool box that can enable smarter decision-making during the pre-bid process to drive improved campaign accuracy and ROI."

Validated Demographics are drawn from the robust combined data assets of BlueKai, Datalogix, and third-party data partners, using a variety of verification methodologies, such as comScore vCE, to help ensure quality and measurability. "Validated Demographics - Max Precision" audiences offer Oracle Data Cloud's highest level of age and gender targeting accuracy, and "Validated Demographics - Max Scale" audiences offer high-accuracy at unprecedented scale.

"AOL leads the industry in helping advertisers find and reach the best audiences for their campaigns across devices and channels using our ONE by AOL platform," said Rob Finora, Vice President, Business & Partner Development, AOL Platforms. "Oracle's Validated Demographics provides ONE by AOL with access to high-quality data that raises the bar on age and gender accuracy at scale, and we are very pleased to make it available to our clients."

Validated Demographics are available today across over 200 of the largest media platforms and via Oracle's Audience Data Marketplace. For more information, contact The Data Hotline at www.orcacle.com/thedatahotline.

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Statements in this article relating to Oracle's future plans, expectations, beliefs, and intentions are "forward-looking statements" and are subject to material risks and uncertainties. Such statements are based on Oracle's current expectations and assumptions, some of which are beyond Oracle's control. All information in this article is current as of October 25, 2015 and Oracle undertakes no duty to update any statement in light of new information or future events.

1 Accuracy metrics based on comparison of "Validated Demographics - Max Precision" audiences against comparable audience norms drawn from comScore vCE online interface and published Nielsen benchmark reports.

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