Hasta La Creative!

Data sharing partnerships are happening at a furious pace but a Visa and Oracle pairing can show how ads affected actual sales transactions, rather than just visits to a store location. The partnership spins Visa’s transactional data into targetable audiences and campaign measurement tools for advertisers. Banana Republic is one of several merchants that accept Visa credit cards that have tested the system developed by Oracle and Visa over the past 18 months.

The ad targeting and measurement services, both coming out of a beta testing phase, use Visa transactional data associated with participating merchants. The information, which is aggregated and stripped of personally identifiable data, is matched with Oracle IDs in order to help marketers build audiences for targeting mobile and digital ads, or help them measure whether ad exposure led to a sales transaction. For examnple, a quick-serve restaurant might use the service to reach consumers that regularly buy breakfast at fast food places, or to determine whether people who saw an ad actually made a purchase.

Ads using Visa data can be targeted and measured on Twitter or Facebook, or in ad exchanges or through other Oracle media partners. “We can create that segment and then port it out to all our various partners in ad tech,” said Michelle Hulst, VP-strategic partnerships and business development for Oracle Data Cloud.

Continue reading at AdAge.com