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With Cross-Platform Targeting, First-Party Data Can Be Misleading

  • eMarketer, Monday, December 14, 2015 9:32 AM
eMarketer Analyst Lauren Fisher spoke with Omar Tawakol, group vice president and general manager of Oracle Data Cloud. Tawakol oversees all of Oracle's data management practices and strategies, including the development of its identity graph. In an interview, Tawakol discussed the perils of taking deterministic data at face value, and the increased importance of using first-party data for identifying audiences across devices.
As the group vice president and general manager of Oracle Data Cloud, Omar Tawakol oversees all of Oracle’s data management practices and strategies, including the development of its identity graph. Tawakol recently spoke with eMarketer’s Lauren Fisher about the dangers of taking deterministic data at face value, and the increased importance of using first-party data for identifying audiences across devices. - See more at: http://www.emarketer.com/Article/With-Cross-Platform-Targeting-First-Party-Data-Misleading/1013330?ecid=NL1001#sthash.DtwQjEys.dpuf
As the group vice president and general manager of Oracle Data Cloud, Omar Tawakol oversees all of Oracle’s data management practices and strategies, including the development of its identity graph. Tawakol recently spoke with eMarketer’s Lauren Fisher about the dangers of taking deterministic data at face value, and the increased importance of using first-party data for identifying audiences across devices. - See more at: http://www.emarketer.com/Article/With-Cross-Platform-Targeting-First-Party-Data-Misleading/1013330?ecid=NL1001#sthash.DtwQjEys.dpuf
As the group vice president and general manager of Oracle Data Cloud, Omar Tawakol oversees all of Oracle’s data management practices and strategies, including the development of its identity graph. Tawakol recently spoke with eMarketer’s Lauren Fisher about the dangers of taking deterministic data at face value, and the increased importance of using first-party data for identifying audiences across devices. - See more at: http://www.emarketer.com/Article/With-Cross-Platform-Targeting-First-Party-Data-Misleading/1013330?ecid=NL1001#sthash.DtwQjEys.dpuf
As the group vice president and general manager of Oracle Data Cloud, Omar Tawakol oversees all of Oracle’s data management practices and strategies, including the development of its identity graph. Tawakol recently spoke with eMarketer’s Lauren Fisher about the dangers of taking deterministic data at face value, and the increased importance of using first-party data for identifying audiences across devices. - See more at: http://www.emarketer.com/Article/With-Cross-Platform-Targeting-First-Party-Data-Misleading/1013330?ecid=NL1001#sthash.DtwQjEys.dpuf
As the group vice president and general manager of Oracle Data Cloud, Omar Tawakol oversees all of Oracle’s data management practices and strategies, including the development of its identity graph. Tawakol recently spoke with eMarketer’s Lauren Fisher about the dangers of taking deterministic data at face value, and the increased importance of using first-party data for identifying audiences across devices. - See more at: http://www.emarketer.com/Article/With-Cross-Platform-Targeting-First-Party-Data-Misleading/1013330?ecid=NL1001#sthash.DtwQjEys.dpuf

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1 comment about "With Cross-Platform Targeting, First-Party Data Can Be Misleading ".
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  1. Kim Garretson from RealizingInnovation, December 14, 2015 at 9:42 a.m.

    I predict 2016 will be the year of the optimum deterministic first party data at scale: opt-ins by consumers to email or SMS alerts on marketing content based on criteria they set. We are seeing a handful of major brands offering this intelligent triggered alerting technology embedded at their sites this year. And with ad blocking on the rise and generic email open rates falling, it only makes sense to 'just ask' your first parties for consent to market to them on their terms. 

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