Oracle gives marketers hands-on access to cross-platform audience data
Summary: After building up the capabilities of its ID Graph, Oracle is making the tool a direct part of its Audience Builder UI. For more than a year, Oracle has been building up the capabilities of ID Graph, a tool in the Oracle Data Cloud that helps marketers understand consumer behavior across channels. On Wednesday, Oracle announced it's putting ID Graph directly into the hands of marketers with an enhanced version of Audience Builder, the user interface within the Oracle Data Management Platform. The updated Audience Builder makes it easier for customers to manage and select certain types of customer identities, in order to analyze audiences based on the device or platform within which the ID was created. "In the past, you weren't really able to manage all of these different identities and where they were going," Oracle senior product marketing manager Karen Kokiko. "Marketers knew customers were making these journeys across devices... A consume...