Forbes Media selects Oracle Marketing Cloud for increase in income from advertizing

Forbes Media for increase in income from advertizing, selected a cloud solution of Oracle Marketing Cloud. The profound analytics provided by Oracle Marketing Cloud services for the analysis and data management will allow Forbes Media to help advertisers to expand an audience scope.

Digital technologies changed competitive environment in the publishing industry. Freely available and easily extended content complicates to publishers support of growth of a paid subscription more and more; new digital publishing platforms, having eliminated many traditional barriers to entry into the market, the number of publishers increased; and rapid development of digital channels, such as search systems, social networks and video, expanded the choice for consumers of advertizing. All these changes forced publishers to review the approaches to interaction with advertisers for a scope and involvement of target audience.

Forbes will use the Oracle Data Management Platform (DMP) platform – as a part of Oracle Marketing Cloud – for the analysis of the basis for users and providing to advertisers (including and those who work with the BrandVoice program) the enriched and more exact information on the audience covered by their advertizing campaign. The profound analytics of Oracle DMP will allow Forbes to interact effectively with the advertizing partners in creation of the niche segments which are specially adapted for target audience. And, at last, the Oracle ID Graph technology allowing marketing specialists to attach the user profiles in different digital marketing channels and devices to one certain client will help Forbes to target audience and to provide the required level of the personalized service.