Charter-Oracle Partnership Deal
In a recent announcement, Oracle confirmed that they are helping the cable TV giant, Charter communications to deliver target ads to the entire 16.5 million subscribers. The software giant, Oracle is expanding their efforts to a new territory through their fresh deal with the cable service provider.
The head of autos and TV solutions for Oracle Data Cloud, Joe Kyriakoza said, “This allows us to connect Charter’s information to the data that we have to make a much better, appropriate plan around who to target, what [TV] programs to connect to. So, addressable marketplaces like Charter are great places for data companies like us to be able to connect the dots better on behalf of marketers.”
Reports indicate that Charter subscribers might be able to make use of the addressable advertising, which consists of targeting on the basis of household purchase data. The deal between Charter Communications and Oracle is all about the Oracle Data Cloud. This impressive cloud based system leverages the BlueKai Marketplace of Oracle and it aims to personalize mobile, offline and online campaigns.
Kyriakoza said, “We are trying to get to a place where we take standardized segmentation that we’ve pre-created and build it into [Charter’s] system. We can help them understand segments of frequent buyers of toothpaste, frequent buyers of certain kinds of vehicles, frequent buyers of kinds of clothing lines.”
However, many experts in the field of telecommunications have started to wonder how targeted the TV advertising will become through the recent Oracle-Charter arrangement. But, many of them firmly believe that this agreement will bring tons of benefits to the telecom company and their subscribers.
Cable TV Giant
The executive said, “There’s some granularity we can get to, but with granularity, you can compromise scale. And with TV, we usually want scale. So we don’t go too deep, instead going after a really good subset of an audience type that brands are looking for. Then, we map it to the addressable footprint of Charter.”
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