🎛️ What Oracle's exit from advertising means for adtech

Behind the scenes of Betterment’s B2B brand awareness campaign [View in browser]() | [Share]() Oct 03, 2024 [Martech: Martech is Marketing]() What did Salesforce users do all day yesterday while [the CRM giant was down]()? Clear out the bazillion unread emails? Clean the office coffee pot? Daydream? The late, great comedian Mitch Hedberg said daydreaming was the only way to get things done, and I agree. Oracle adtech is down, permanently. Editor-at-Large Kim Davis talks to two industry veterans about [what this means for digital marketing](). And, B2B brand awareness campaigns are difficult things to execute. We went behind the scenes with fintech pioneer Betterment to get [the full who, what, why and how of its just-launched effort.]() Constantine von HoffmanManaging Editor [Snowflake-20240930-300x250-1]() Digital advertising [What Oracle’s exit from advertising means for the adtech space]() [oracle-1920]() Two adtech executives representing very different consumer engagement offerings reflect on what the Oracle Advertising closure means to them professionally — and personally. B2B marketing [Behind the scenes of Betterment’s B2B brand awareness campaign]() [Screenshot-2024-10-02-122727]() How the fintech company is using pro athletes to establish itself with businesses and millennials as a trusted, long-term financial partner. Marketing analytics [3 ways to use predictive analytics to make better decisions]() [Predictive-analytics-and-business-intelligence-concept]() Drive strategic decisions with predictive analytics, enhancing personalization, campaign optimization and lead scoring for better outcomes. Digital advertising [Amid political ad blitz, brands can hack the media landscape]() [Optimove-Amid-political-ad-blitz-9-25-24]() Stay ahead of the political ad wave with AI-Powered Precision MarTech buyer's guides [Marketing automation + AI = more efficient, personalized content]() [Marketing-automation-buyers-guide]() Get the inside scoop on marketing automation platforms with our free 2024 guide comparing features, capabilities, leading vendors, and in-depth AI coverage. Marketing technology [Salesforce goes down, while speculation and conspiracy theories go up]() [Shutterstock_1708550527]() Users say there's a lack of accurate information when SaaS platforms suffer an outage. 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On-demand training [The complete fall season of MarTech is now available]() [Untitled-design-22]() Stream over 20 hours of world-class training designed to help you drive better marketing outcomes: Sign up for free access to the complete fall season of MarTech. Training topics include the iOS 18 email inbox impact, generative AI, data-driven journeys, GOogle’s third-party cookies decision, CTV, lead gen vs. demand gen, and more. [Start streaming for free]() What else we're reading Good reads and conversations to help good marketers get better. - On Reddit, they’re discussing [the most profitable areas of marketing to work in](). - [Vimeo has a new CMO]() who wants to make it the YouTube of internal business video. MarTech research Surveys and research reports to make you a more-informed marketer - The 2024 MarTech Replacement survey tracks the replacement of applications in the martech stack yearly. [Download the 2024 report]() (no registration required). - Get an in-depth look at 13 leading email platforms in our free MarTech Intelligence Report, [Email Marketing Platforms: A Marketer’s Guide](). What they're saying - “In the era of big data, businesses have recognized the value of collecting vast amounts of information about their customers, operations and market trends. But, many still struggle to transform this data into actionable insights. This is where predictive analytics comes into play.” Greg Kihlstrom in [3 ways to use predictive analytics to make better decisions](). - When you think awareness, most people think consumer, but when we go to talk about our 401K, the chief people officer has to go to the company and say, ‘Hey, we’re going with this Betterment.’ And people are like, ‘What’s that? Who’s running my retirement plan?’ CMO Kim Rosenblum in [Behind the scenes of Betterment’s B2B brand awareness campaign](). 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