For Ad Buyers, a Tale of Two Identity Graphs Emerges in 2018 - eMarketer
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eMarketer Interview

For Ad Buyers, a Tale of Two Identity Graphs Emerges in 2018

Preview from eMarketer PRO

An interview with

Patrick Jones

Global Vice President and General Manager, Partnerships, Oracle Data Cloud

Topics: MarketingAdvertising

Interview summary

Over the past couple of years, identity graphs—and all the audience data needed to power them—have become critical to see what individual consumers do across their devices. But attitudes toward this data vary throughout the industry. eMarketer’s Lauren Fisher spoke with Patrick Jones, global vice president and general manager of partnerships for Oracle Data Cloud, about why two disparate schools of thought on audience data will emerge in 2018.


eMarketer: What trends will unfold in the area of audience data and identity graphs as we move into 2018?

Patrick Jones: We’re starting to see the buyers and users of this type of data fall into two categories. On one hand, you have the folks who want to treat data as a signal. All they really care about is the outcome, and that could be anything—it could be as simple as clickthrough rates, or as complex as measured sales lift. It’s any type of metric they want to optimize toward. These buyers don’t care how the data was gathered or what’s in it. They might not even care about the name of the audience. They just want to know whether audience one works better than audience two, or whether audience three combined with audience four works better than audience one.