First-party data collected directly from consumers opting in to share their data is becoming more important for marketers. With the proposed TikTok deal, sources said Oracle could potentially bolster its first-party data to better compete against Facebook and Google.
that help marketers make sure that their ads are viewed by real people and avoid fraud. Oracle's position in the advertising industry has been to be a neutral player that doesn't sell or run any paid media. If Oracle were to run part of TikTok's ad business, it would put that neutrality at risk. Oracle would need to spin out TikTok into a standalone division separate from its advertising business, said Mike McGuire, VP analyst at Gartner Research.
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