Oracle integrated its Marketing Cloud with MediaMath to improve cross-channel purchases
On September 18, 2015, Oracle (ORCL) announced the integration of its marketing cloud with MediaMath. This should help bridge the gap between marketing and advertising or ad technology across the owned and paid landscape.
MediaMath has developed the TerminalOne Marketing Operating System for digital marketers. Its integration with Oracle Marketing Cloud should enable business-to-business (or B2B) and business-to-consumer (or B2C) marketers to drive engagement by combining paid and owned media. So it should enable advertisers to build on their strategy of cross-platform media purchases. Eloqua is Oracle’s business-to-business (or B2B) solution, and Responsys is Oracle’s business-to-consumer (or B2C) offering.
“Paid media” refers to media content that a marketer has to pay for—things like advertising or advertorials. “Owned media,” on the other hand, is the media that a marketer already owns—like a newsletter—for which content has no incremental cost.
Through this integration, MediaMath’s TerminalOne inside the Oracle Marketing Cloud user interface (or UI) should allow marketers to extend and sync their email messages by leveraging retargeting tactics across paid media channels. Also, marketers should be able to build actionable customer profiles by activating email-based audiences across paid channels.
MediaMath is considered a Niche player
As Gartner’s Magic Quadrant for Digital Marketing shows above, along with Teradata (TDC) and HP (HPQ), MediaMath is considered a niche player in the digital marketing space. MediaMath is considered “a pioneer in programmatic media.” Adobe (ADBE) remains ahead of its peers in the leader category.
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