Oracle's failure to integrate acquisitions and adapt to changing industry trends, such as centralizing data into data lakes, led to the downfall of Oracle Advertising.
Brands are shifting towards centralized data storage in platforms like Snowflake and Amazon Redshift for unified intelligence, moving away from siloed customer data and third-party cookies.
Oracle will cease all tools in the Oracle Advertising Suite by 2024, signaling a shift towards smarter advertising strategies based on first-party data for brands.
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