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Oracle has a third-party data headache, but its proposed deal with TikTok could solve it by giving the tech giant access to increasingly coveted first-party data.

After weeks of talks, Oracle confirmed on Sept. 14 that it struck a deal with TikTok’s parent company ByteDance to be “its trusted technology provider” in the US. The proposed deal still has to be approved by the US government but would essentially make TikTok a client of Oracle’s cloud products.

Marketers use Oracle Data Cloud to target and measure ads, including a data-brokerage business that uses third-party data to create profiles of people for ad targeting. 

But data privacy laws like California’s Consumer Privacy Act and Europe’s General Data Protection Regulation have clamped down on the use of people’s third-party data. Big technology companies like Google and Apple are also tightening up on the use of people’s personal data to target and measure ads.

Last month, consumer-privacy group Privacy Collective filed a lawsuit against Oracle and Salesforce for allegedly violating Europe’s General Data Protection Regulation that protects people’s personal data. And last week, Oracle shut down its third-party products in Europe, according to Adweek.

First-party data collected directly from consumers opting in to …read more

Source:: Businessinsider – Technology

      

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