News comes amid refocus on first-party data and just weeks after $10 billion GDPR lawsuit
Oracle will stop offering third-party data targeting services across Europe beginning next week, as the software giant continues its first-party data strategy and faces a multibillion-dollar class-action lawsuit alleging General Data Protection Regulation violations.
Party’s Over
The third-party data party is over in Europe – for Oracle, at least. Ronan Shields reports at Adweek that Oracle Data Cloud will stop offering third-party data targeting services in Europe as of Sept. 15. ODC reps began contacting partners to alert them to the news this week. There will be no impact to Oracle’s first-party data practices. The news follows ODC’s decision last year to stop using AddThis data across the pond. [Read AdExchanger’s coverage: “Oracle Data Cloud Kills Off Its AddThis Audience Business In Europe.”] Oracle’s move now is likely motivated in large part by privacy considerations. The software giant is facing a multibillion-dollar class action lawsuit, brought in August, alleging GDPR violations. At the same time, ODC’s data marketplace, BlueKai, used to rely heavily on AddThis data to flesh out its segments. It’s possible that once the AddThis spigot was turned off, there was a palpable effect on the BlueKai revenue line in Europe.
