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You're correct that the data comes from data providers. What you may not know is how both Oracle and Salesforce implemented these products: They create a common
by t0mas88 4y ago
You're correct that the data comes from data providers. What you may not know is how both Oracle and Salesforce implemented these products: They create a common identifier and copy all the audiences / attributes from the data providers in to the Oracle / Salesforce data cloud.
So they indeed did not collect most of the data themselves (although Oracle owns a few of the biggest data sources...), but they are the ones that have a central database with 5 billion+ identifiers in it and tens of thousands of attributes for each identifier. So they are really not as innocent as you suggest they are.
When someone wants to use the data, that customer pays Oracle. So it's Oracle selling the dataset. That they then pay a fee to some of the data sources really doesn't change that. Especially not since they own several of the data sources themselves.
- jahewson 4y agoYes, that’s right. But because it’s behavioural data for targeting ads, most of it ages-out within 90 days, so it’s a lot more like a product on a supermarket shelf than a “dossier”. Most people aren’t familiar with how ad tech works and so when the first thing they encounter is a gross misrepresentation of what happens then we get knee jerk responses to that instead of a more nuanced reflection on the details.