Oracle Debuts Age and Gender Targeting Tool

Software giant Oracle has introduced a solution called 'Validated Demographics', for age and gender targeting across an audience of more than 200m unique IDs.

Oracle claims the new solution offers targeting with up to twice the precision of the benchmark age and gender campaigns defined by Nielsen's Digital Ad Ratings and comScore's Validated Campaign Essentials (vCE).

Validated Demographics use data from BlueKai, Datalogix, and third-party data partners, using a variety of verification methodologies, including vCE, to help ensure quality and measurability.

Eric Roza (pictured), Senior VP of the Oracle Data Cloud, comments: 'Too many digital impressions are served to the wrong demographic target. Validated Demographics helps eliminate waste by applying advanced data science across a range of different data sources to provide age and gender data that's up to twice as accurate at unprecedented scale on both desktop and mobile devices'.

Web site: www.oracle.com .