Oracle Opens ‘Biggest’ B2B Data Marketplace


The business-to-business marketplace brings together data from Oracle’s own marketing data acquisitions as well as third-parties

Oracle has launched what it said is the industry’s largest marketplace for business-to-business marketing data, aimed at helping marketers create large-scale, targeted campaigns.

The marketplace, launched on Oracle Data Cloud, gives access to more than 400 million business profiles across thousands of market segments and builds on Oracle’s acquisitions of Datalogix and BlueKai in 2014 and AddThis in January of this year.

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Single partner

It’s intended to allow marketers to use a single partner to access a wide range of data sources that they can use to customise campaigns, Oracle said.

The data enables account-based marketing strategies, which target a limited number of large accounts, with information on one million US companies, Oracle said.

Other available data includes information on companies’ past purchases and on professionals who have attended or are considering attending specific industry events, according to Oracle.

The marketplace includes data from Oracle’s own BlueKai, Datalogix and AddThis subsidiaries as well as from third-parties including Bombora, Dun & Bradstreet, FullContact, Gravy Analytics, HG Data, Infogroup, PlaceIQ and TransUnion and predictive analytics from Leadspace, with partners supplying more than 4,000 pre-built audiences, Oracle said.

Digital marketing play

The offering brings together marketing assets Oracle has acquired over the past two years and which together make it a significant provider in the digital marketing industry.

Oracle acquired BlueKai in February 2014 for around $400 million (£310m) and Datalogix in December of the same year for more than $1.2bn, following these two with the purchase of AddThis for nearly $200m in January 2016, according to unconfirmed figures cited in a number of reports.

BlueKai provides advertising data and Datalogix is a major provider of marketing data on consumers and businesses, while AddThis collects data on online audiences.

Datalogix competes with other large-scale companies acquiring and managing marketing data that include Abacus, I-Behavior and Wiland.

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