Dive Brief:

• Oracle is working to expand its cloud portfolio with Oracle Data Cloud, a new business where the company plans to sell access to its database of about 5 billion consumers and 15 million data points to help create a more immersive ad experience, CIO.com reports. 

• Oracle Data Cloud includes data from a broad number of sources primarily fed by publishers, retail loyalty programs, and traditional data brokers, according to the report. People who have their data included likely don’t even know they’ve agreed to let their data be added to the collection.

• The push from Oracle is an effort to "enhance" the customer experience and increase the ROI for clients. The Oracle Data Cloud allows companies to execute more targeted campaigns across fragmented and "linguistically diverse" markets, according to Oracle.  

Dive Insight:

The cloud has made the collection of massive amounts of data possible, but many companies still struggle with what to do with all that data. Though Oracle has figured out a way to monetize data, it won't be alone. 

There are dozens of other companies in the business of capturing massive amounts of data and selling it to companies looking to improve their marketing and sales efforts. But Oracle likely has more data than many of those companies, and it isn't tied to a specific ad platform, giving businesses looking to buy data more freedom in how they might use it.

For Oracle, the new Cloud Data Center will help feed into the machine learning features inside other Oracle software, potentially making it work better, faster and more intelligently than ever before.