Curated News from The Drum on November 25, 2021
Digital and programmatic advertising is at an inflexion point, with the industry striving for privacy-first, brand-suitable advertising that still delivers efficiency and scale. Oracle and Havas Media have been working together to use Oracle’s Contextual Intelligence, part of Oracle Advertising Solutions to do just this for brands, earning a Markie Award finalist spot along the way.
The Drum brought together Oracle Advertising and Havas Media to understand what went into this case study and what brands and agencies can learn from this for their own campaigns.
The challenge that Havas was facing on behalf of its client, a high-end jewellery brand, was in reaching its target audience with limited audience data in the local market. Oracle Advertising worked closely with Havas Media to find a solution based around customised contextual intelligence.