Technology

Oracle (ORCL) & TruOptik Team Up to Enhance Ad Platforms

Oracle ORCL recently entered into an agreement with TruOptik. Per the terms of the deal, Oracle's audience data available with Oracle Data Cloud will be integrated with TruOptik's Data Marketplace platform.

TruOptik provides data-management platform (DMP) with audience intelligence capabilities. Notably, DMP assists connected TV (CTV) and over-the-top (OTT) advertisers to deliver customized ads which targets audiences in an optimal manner.

Access to Oracle's audience data on Oracle Data Cloud will strengthen TruOptik's OTT/CTV campaigns with enhanced audience targeting strategies.

This integration is reportedly Oracle Data Cloud’s first association with an OTT/CTV driven data platform, which is a positive given growing clout of digital advertising.

Oracle Corporation Price and Consensus

Oracle Corporation Price and Consensus | Oracle Corporation Quote

To quote, CEO of TruOptik, Andre Swanston, "Oracle Data Cloud's audience will give us the ability to leverage the best of digital advertising capabilities to make TV more valuable and performance-driven."

OTT/CTV Dominance in Digital Ads: Key Catalyst

Advertising industry leverages user data to provide targeted advertorials in a bid to aid marketers enhance audience reach. The more the availability of data, the greater is the capability to target specific audience, which in turn brings operational efficiency into the system.

Oracle audience data integrated with TruOptik’s “OTT household identity graph” covering approximately 75 million households is anticipated to bring precision in targeting audience.

The increasing use of smartphones and internet has fueled the demand for digital advertising. Per ResearchNReports data as revealed by MarketWatch, OTT market is envisioned to hit $62 billion in 2025 at a CAGR of approximately 18%.

We believe Oracle’s move to integrate its audience data with TruOptik to lead to breakthroughs in high-growth OTT/CTV advertising market.

Moreover, eMarketer expects digital ad spending to hit $327.28 billion in 2019, indicating growth of 17.1% year over year.The secular growth in digital ad spending enhances the prospects of the latest audience data deal.

Zacks Rank & Stocks to Consider

Oracle currently carries a Zacks Rank #3 (Hold).

Some better-ranked stocks in the broader technology sector include Cadence Design Systems, Inc CDNS, Synopsys, Inc. SNPS and Symantec Corporation SYMC, each sporting a Zacks Rank #1 (Strong Buy). You can see the complete list of today’s Zacks #1 Rank stocks here.

Long-term earnings growth rate for Cadence, Synopsys and Symantec is pegged at 12%, 10% and 7.9%, respectively.

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