As consumers increasingly interact with brands across a range of different devices and channels, the challenge of identity management for a marketer becomes paramount. We know that consumers don’t have a linear journey when engaging with a brand, they jump around between mobile apps, mobile web, desktop browsers, email, etc. leaving a trail of unique IDs along the way. Often times a consumer may do research on their mobile phone but ultimately transact on their desktop or laptop. In fact, according to Criteo’s State of Mobile Commerce Report, cross-device transactions accounted for 37% of all transactions, indicating that shoppers are browsing and buying on multiple devices.
Marketers need better control around the management of consumer IDs. To empower Oracle customers to quickly and efficiently manage these multiple ID spaces, Oracle has released major enhancements to the Audience Builder user interface within the Oracle Data Management Platform (DMP).These enhancements to the Audience Builder user interface make it easier for customers to manage and select ID types in order to identify, build, plan and analyze audiences based on the device or platform within which the ID was originally created.
The new Audience Builder UI gives Oracle Data Management Platform customers hands-on access to leverage the Oracle ID Graph to visualize linkages and build audiences across ID spaces. This means clients can narrow down which users to include in their audiences based on their IDs. For example, you can select only users linked to mobile web IDs, or you can further pinpoint your audience to only users linked to a specific mobile app ID (Apple IDFA or Google AdID).
With this release, the Oracle Data Management Platform becomes truly ID space agnostic. On average now, consumers own well over three devices, and each of these platforms operate with their own ID space. It can be with a login ID or a cookie ID or a device ID but with all of these major players in the industry, and the need for marketers to manage all of these different ID spaces, it becomes more important than ever to have “device agnostic” identity management baked into your DMP platform.
The new and improved Oracle DMP Audience Builder enables marketers to plan audiences for their campaigns using a combination of their own data and third-party data sources. Through the new and improved Audience Builders users are able to:
- Enhance Audience Segmentation and Engagement: Understand audience composition by device and environment to increase the effectiveness of engagements.
- Optimize Media Buys: By identifying the devices driving conversions, marketers can modify campaign strategies to focus the conversion points and eliminate wasted impressions.
- Increase Campaign Effectiveness: By managing advertising dollars based on targeting environment, customers can personalize campaigns against the source ID for relevant retargeting and prospecting.
- Improve Mobile App Targeting at Scale: Enables marketers to activate 1st and 3rd-party audiences on channels against their mobile ad IDs based on behaviors like mobile app installs.
Read more about this in our press release.
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