The Oracle Data Management Platform (DMP) has now been integrated with Bing Ads' Custom Audiences, announced Wednesday, allowing advertisers using Oracle DMP to now use their first-party data to create custom to seamlessly execute search campaigns.
"Marketers can onboard their CRM data using the Oracle DMP to gain a deeper understanding of their audience assets with Oracle data to seamlessly execute search campaigns with Bing," writes Bings ads team.
This integration bring additional targeting, bidding and messaging strategies that can be specific to audiences being targeted. Once data platform manager (DMP) connects into the new Custom Audiences feature, you can import custom audiences segments into Bing Ads for search marketing.
"Onboarding first-party data into the Oracle DMP with Oracle OnRamp offers marketers the ability to integrate the data they want to use into their Bing Ads campaigns," writes Joe Zito, vice president/GM of Oracle DMP Strategy. "Marketers can seamlessly orchestrate retargeting campaigns and improve Bing Ad targeting accuracy with audience data provided through the Oracle DMP."
"You can easily integrate your brand's first-party data to target audiences using any CRM data, such as top spenders, recent purchasers, duration of customer membership, and more."
All advertisers using Oracle DMP are eligible to participate in the Bing Ads Custom Audiences pilot. To learn more about the offering and getting started, contact your Bing Ads or Oracle DMP account reppresentative.
What is Custom Audiences?
Custom Audiences, launhced in June 2017, functions as a remarketing, allowing advertisers to target audience based on their own customer data to create richer user segments. Initially, the pilot was limited to first-party data from Adobe Audience Manager, with Bing Ads stating there would be further integrations forthcoming.