Oracle’s thorny advertising problem

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How TikTok changes the game for OracleWho knows how precisely the proposed Oracle-TikTok partnership would work or if it’ll even come to fruition, but it’s a reminder of how tricky the ad business is.A few years ago the big cloud companies were on a tear to make inroads into the adtech business to help marketers with their ad targeting. This had some marketers wary about being too dependent on one big platform for all their ad needs.The concerns might not have been justified after all. Consider:

New privacy laws have caused big headaches for marketers and the companies that serve them. Both Oracle and Salesforce have recently been hit with allegations that their adtech practices use people’s personal data without their consent, for instance. And the TikTok deal has raised fresh concerns about Oracle’s plans to keep user data safe.As recent moves by IBM and Adobe show, they’ve learned that it’s better to stick with marketing tech, with its recurring revenue model. “Operationally, an …

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