Barry Levine says, “Oracle, which has been busily adding enhancements to its Data Management Platform (DMP), is out with a new one.

Marketers employing Audience Builder in the Marketing Cloud’s DMP can now self-select the device ID for targeting. In the past year, the company has also added built-in DMP tools for data ingestion, customer audience creation, self-integration for outside partners and integration with its A/B tester, Maxymiser.

If a customer or would-be customer owns a smartphone, a tablet and a desktop computer, Oracle’s ID Graph manages their single identity across those three devices. But, previously, if a marketer wanted to send out an ad, she could only target either mobile or desktop devices to that customer/would-be customer. If she wanted to, say, just target iPhone users, she had to get Oracle’s professional services folks involved.

Now, a marketer can go into the new Audience Builder user interface and select from five possible device IDs: desktop and two kinds each of mobile web and mobile app. Oracle says this makes it easier for marketers to better pinpoint the exact audiences they’re looking for, by themselves. It gives the marketer access to the individual device IDs within ID Graph, with less back-and-forth with Oracle”.

Oracle gives marketers access to ID Graph’s device IDs in its Audience Builder

Martech Today

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