Visa, Oracle Introduce New Tools To Boost Digital Ad Performance

Visa Inc. on Tuesday said it partnered with Oracle to launch Visa Advertising Solutions, a suite of products to help merchants understand whether their digital advertising efforts are influencing consumer purchase decisions online and in-stores.

Visa Advertising Solutions will tap into digital advertising and cross-device connection data from the Oracle Data Cloud with aggregated purchase data from Visa Advertising Solutions.

Merchants can measure consumer response to advertising campaigns run on mobile, display, video and social channels, and use the insights gained to optimize their efforts.

Visa Advertising Solutions can also recommend targeted customer segments for future ad campaigns and timely offers based on past purchase behavior, which can be supplemented with demographics and consumer interests, among other data, from Oracle Data Cloud.

Purchase data shared with advertisers is always aggregated and de-identified.

“Combined, Visa and Oracle have unique and powerful assets to help merchants connect the dots between advertising spend and business results – the holy grail of any marketing program,” stated Mike Lemberger, senior vice president, loyalty and data solutions, Visa Inc.

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