Ouch - did not realize it was $2 billion in revenue in 2022. They said earlier this week the business had declined to $300 million annually.
Apple killing IDFA was punch 2.
Ad dollars shifting massively to GOOG / META / AMZN meant advertisers (and agencies) didn't need to have 3rd party data anymore to power campaigns ... they could use the platform's great data and match their 1st party customer data to it.
Oracle bought great data companies but didn't have any 1st party ad inventory to use the data with, and they got boxed out. If they had acquired TikTok back when Trump wanted them to, it might have saved their data biz.
It would be like Russia demanding the US to sell of Voice of America during the Cold War.
Many US social media sites are banned in China and Russia.
Oracle’s bet on the advertising industry was undermined when Meta, doing business as
Facebook at the time, shut down its data to third parties including Oracle in 2018,
following the Cambridge Analytica scandal. That was a major loss to the kind of
insights Oracle Advertising could share.