{"id":7889,"date":"2024-06-13T18:30:38","date_gmt":"2024-06-13T18:30:38","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/oracle-says-goodbye-to-the-adtech-business\/"},"modified":"2024-06-13T18:30:38","modified_gmt":"2024-06-13T18:30:38","slug":"oracle-says-goodbye-to-the-adtech-business","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/oracle-says-goodbye-to-the-adtech-business\/","title":{"rendered":"Oracle says goodbye to the adtech business"},"content":{"rendered":"


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With one line in an earnings call on Tuesday full of positive talk around cloud computing and artificial intelligence, Oracle CEO Safra Catz put an end to a line of business Oracle built through acquisitions for more than a decade.<\/p>\n

\u201cIn Q4, we decided to exit the advertising business, which had declined to about $300 million in revenue in fiscal year \u201924,\u201d Catz said.\u00a0<\/p>\n

Oracle runs on a June 1st fiscal year. Tuesday\u2019s earning call covered the company\u2019s Q4 and 2024 fiscal year results.<\/p>\n

For more than a decade, Oracle built an adtech business around data, which seemed like a natural fit for a database company. A number of tools were acquired and rolled into Oracle Data Cloud. Eventually, Oracle Advertising was born.<\/p>\n

But changes in the advertising industry, including regulations like GDPR and the growing power of walled gardens like Meta, meant the data Oracle\u2019s tools collected couldn\u2019t always be used the way the company or its users envisioned.\u00a0<\/p>\n

In 2016, for example, Oracle acquired social sharing widget AddThis as a way to add data to its Data Cloud and help inform ad buys. But the company had to halt AddThis usage in Europe in 2019 once GDPR took effect. By the spring of 2023, AddThis was gone worldwide.<\/p>\n

Among the\u00a0notable Oracle investments in adtech:<\/p>\n