REDWOOD SHORES, Calif., Aug. 4,
2016 /PRNewswire/ -- Forbes Media has selected the Oracle
Marketing Cloud to take advantage of new digital channels to
increase advertising revenue. The deep insights delivered by the
Oracle Marketing Cloud's data analytics and management platform
will enable Forbes Media to help advertisers increase audience
reach and engagement.
Digital technologies have transformed the competitive landscape
in the publishing industry. Free, easily accessible content makes
it more difficult for publishers to grow paid subscriptions; new
digital publishing platforms have increased the number of
publishers by eliminating many of the traditional barriers to
market entry; and an explosion of digital channels such as search,
social and video have created new competition for ad buys. These
changes have forced publishers to rethink how they work with
advertisers to reach and engage audiences.
"We knew we needed a new platform that could help our
advertisers increase audience reach and engagement," said
Mark Howard, chief revenue officer,
Forbes Media. "The Oracle Marketing Cloud provides us with the
tools we need to expand and customize our advertisers' experience
on our site and to offer marketers deeper insight into the
performance of their digital campaigns. The breadth and scale of
Oracle's third-party data and the seamless integration it has with
our systems has created a product that will allow us to provide
advertisers with a level of analytics that was previously
unachievable."
Forbes will use the Oracle Data Management Platform (DMP), part
of Oracle Marketing Cloud, to analyze its core user base and to
provide advertisers, including those running a native BrandVoice
program, with enriched detail about the audience that their
campaign has reached. The Oracle DMP's advanced analytics will
allow Forbes to work with its advertising partners to develop
custom, niche segments tailored to the marketers' ideal audience.
Finally, the Oracle ID Graph, a technology that helps marketers
connect identities across disparate marketing channels and devices
to one customer, will help Forbes target customers and prospects
across all channels and devices, ensuring a relevant, personalized
customer experience for each individual.
"Savvy publishers like Forbes are becoming more sophisticated in
how they tap their first-party data to make its sites' audiences
more valuable to advertisers," said Andrea
Ward, Vice President of Marketing, Oracle Marketing Cloud.
"Leveraging the power of the Oracle data management platform to
scale their first-party audience data, Forbes will be better able
to package audience inventory to align with advertisers' needs.
This will enhance both the advertisers' and Forbes revenue
streams."
For more information on the Oracle Marketing Cloud's data
management platform, please see the Oracle Marketing Cloud
website.
About Forbes Media
Forbes Media is a global media,
branding and technology company, with a focus on news and
information about business, investing, technology,
entrepreneurship, leadership and affluent lifestyles. The company
publishes Forbes, Forbes Asia, and Forbes Europe magazines as well as
Forbes.com. The Forbes brand today reaches more than 94 million
people worldwide with its business message each month through its
magazines and 36 licensed local editions around the globe,
Forbes.com, TV, conferences, research, social and mobile platforms.
Forbes Media's brand extensions include conferences, real estate,
education, financial services, and technology license
agreements.
About Oracle
Oracle offers a comprehensive and fully
integrated stack of cloud applications and platform services. For
more information about Oracle (NYSE:ORCL),
visit oracle.com.
Trademarks
Oracle and Java are registered trademarks
of Oracle and/or its affiliates. Other names may be trademarks of
their respective owners.
Contact Info
Erik
Kingham
Oracle
+1.650.506.8298
erik.kingham@oracle.com
Mia Carbonell
Forbes Media
+1.212.620.2288
mia.carbonell@forbes.com
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SOURCE Oracle