• by Ben Frederick  @mp_benfred, October 16, 2015

Tapad, a cross-device tech company, announced that they were deepening their relationship with the Oracle Data Cloud by integrating its cross-device data with the Oracle ID Graph. The partnership will help build a more accurate picture of offline customer activity and match it to mobile.

The Oracle ID Graph uses deterministic data (e.g. logins) to match users to devices, and expands the profile based on probabilistic data.

Tapad’s own Device Graph uses deterministic data to help get a more accurate picture of behavior, making its cross-device matches more precise over time.

Oracle had previously acquired two Tapad partners, BlueKai and Datalogix, which have since become key platforms for Oracle to build profiles of customers based on actions in physical store locations. Nielsen rated Tapad’s data at a 91.2% for accuracy.

Using accurate deterministic data as a jumping-off point to integrate probabilistic data in order to scale advertiser reach and give deeper context to user profiles appears to be the name of the game for those data companies that can’t compete with the level of deterministic data Google and Facebook possess.

Offline attribution is the key to advancing digital marketing efforts. A whole subset industry has evolved to help companies on-board data and create larger deterministic datasets. With Black Friday and Cyber Monday sales  approaching, such expanded datasets are critical for marketers.