33Across Joins Oracle's Data Cloud to Help Marketers Hone Campaigns

33Across, provider of a publisher monetization platform and programmatic advertising services, today joined the Oracle Data Cloud, further building on its existing relationship with Oracle's BlueKai. The closer affiliation enables the vendor to bring upwards of 200 unique audience segments to Oracle's Audience Data Marketplace, in turn allowing end users to leverage its insights to extend their digital reach.

"We've been building these audiences for a number of years, and placing them in the Oracle Data Cloud really expands the potential for marketers to adopt and use them for various marketing needs like ad targeting and site optimization," Paul Bell, chief revenue officer at 33Across, says.

Established in 2008, 33Across provides tools that aim to help companies improve their media campaigns. Bell says that one of the company's primary goals is to help marketers see how their content is being consumed across the Web, by tracking links that are shared through emails, chat rooms, and other online environments. "If you have a team that's driving content out, and you want to [increase] page views, [using our tools you] can get a sense of which articles are getting shared the most, passed around," Bell says. Such knowledge, he says, in turn helps organizations drive online traffic and boost their SEO rankings.

Eric Roza, senior vice president of Oracle Data Cloud, welcomed the collaboration in a statement:

"33Across's valuable data and customized audience segments can provide our customers with additional insights on how to best drive awareness, engagement, and conversions."

While Bell concedes that Oracle already offers its customers an array of resources from third-party providers, he says that 33Across offers "unique data points," scale, and a global data set that is "granular and has more depth" than others.

For one thing, Bell points out, the traffic building platform has a reach of more than 1.4 billion users. Further, its AudienceID product integrates upwards of 30 billion signals per month. These signals include content people are consuming, key search words, and activity on social media. AudienceID can use these signals to determine the likelihood that specific audiences will be interested in a product or service, for instance. "We believe [we provide] a very strong new data set that isn't simply saying: 'This user was on a car site and is now interested in purchasing a car.'"

According to Bell, 33Across's services have improved audience targeting for a well-known, national financial services firm whose goal was to increase the amount of new accounts opened—a task, he notes, that is extremely difficult for independent brokerage houses, since theirs is a competitive market. Bell says that the firm was able to reduce the cost of each acquisition, which helped them meet their campaign goals.

33Across's services are available to customers of Oracle's Data Cloud today. 

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