• by Jess Nelson , August 16, 2016

Oracle announced the launch of a new B2B data marketplace on Friday within its Oracle Data Cloud, aggregating both internal and third-party data for more effective account-based marketing.

Oracle has unified data from BlueKai, Datalogic and AddThis to create a centralized database of more than 400 million business user profiles and 1 million companies. In addition to Oracle’s internal data, the marketplace also contains data derived from third-party sources and Oracle partners, including Dunn & Bradstreet, Infogroup, Leadspace, Bombora, HG Data, PlaceIQ, FullContact and TransUnion.

The goal is to help B2B marketers with data-driven and programmatic digital advertising, allowing Oracle marketers to finitely target potential customers and sales leads. The data marketplace is a store where marketers or sales professionals can buy business intelligence.

Oracle marketers can leverage and target prebuilt audience segments with marketing content, including 700 audience segments from Oracle’s data sources and 4000 audience segments from its partners. In addition, customers can customize segmentation based on account data, such as company, title, industry or conferences and events attended.  

Digital marketing can be targeted toward any specific business user, and across any device, contained within Oracle Data Cloud’s B2B audience marketplace.

Additional product features include account-based marketing capabilities, event-based marketing and audience generators based on a company's past purchases and enterprise solutions in use. 

Oracle’s Data Cloud is one of the company’s Data-as-a-Service Solutions, enabling marketers and sales professionals to correctly identify the best prospects to target. The company’s release of a data marketplace places it in competition with LinkedIn, newly acquired by Microsoft, and Salesforce’s data.com.

Additional data marketplaces include Microsoft’s Azure data market and infochimps.com.