Oracle Responds to Amazon: Another Data Marketplace

July 5, 2018

For years, companies have been creating ways to capture and analyze their own data, but the Big Data field has evolved—now one can purchase valuable data instead of scraping one’s own. SaaS leader Oracle has posted a handy guide to their own Data Marketplace in their Help Center, as a subsection of their “Using Oracle Data Cloud” description. The introduction tells us:

“The Oracle Data Marketplace is the world’s largest third-party data marketplace and the standard for open and transparent audience data trading. It provides an ecosystem built on premium quality data, flexible and fair pricing, and scale that is unmatched in the industry. The result is the most comprehensive access to quality data available to target audiences at any stage of the purchase funnel. Oracle Data Marketplace data providers offer more than 30,000 data attributes to power your branding or direct marketing initiatives and let you connect with your target audience anywhere on the internet.

We also noted this statement:

Access actionable audience data on more than 300 million users. That’s over 80% of the entire US internet population at your fingertips….Leverage a range of data to power in-market to business to demographic targeting, some of which are exclusive and not available anywhere else.

The goal is to sell data. Who buys data? We learned:

Eighty percent of the top 20 ad networks, portals, trading desks, and creative optimizers leverage data from the Oracle Data Marketplace platform to run high-performance ad campaigns.”

Oracle will offer more than 200 “data partner solutions.” The write up includes two charts that summarize the available data, one for Oracle’s BlueKai platform (Oracle acquired BlueKai in 2014) and one for “branded data” – data supplied by prominent third-party aggregators from AcquireWeb to Webbula. A few names I recognize in between are Experian, Forbes, MasterCard, and TiVo Research.

Does this sound similar to Amazon’s “streaming data marketplace”? We think it does.

Which company is better positioned to take business from the credit checking outfits like TransUnion? Which company has more consumer data? Which company has focused on real time analytics?

Our bet? Well, we aren’t the type of people who visit casinos.

Cynthia Murrell, July 5, 2018

Written by Stephen E. Arnold · Filed Under Business strategy, News

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Stephen E. Arnold monitors search, content processing, text mining and related topics from his high-tech nerve center in rural Kentucky. He tries to winnow the goose feathers from the giblets. He works with colleagues worldwide to make this Web log useful to those who want to go "beyond search". Contact him at sa [at] arnoldit.com. His Web site with additional information about search is arnoldit.com.