Hulu Partners With LiveRail, Oracle on Data-Informed Ads

Hulu said its partnerships with LiveRail and Oracle will allow advertisers to deliver data-informed advertising this fall, allowing Hulu to “create new opportunities for advertisers with an automated, seamless, data-driven process ... Hulu will be able to deliver marketers real-time adjustments and give them more control over their campaigns.” Hulu plans to deploy the Oracle Data Management Platform (DMP) and LiveRail’s Video Private Exchange (VPX). Oracle’s DMP will allow advertisers “to personalize their advertising campaigns on Hulu with more rich information about their target audiences to deliver even stronger campaign results,” Hulu said Tuesday. LiveRail’s VPX will allow Hulu “to use LiveRail’s granular level controls to target campaigns with the ability to make real-time decisions on the value of individual impressions, driving campaign effectiveness and results for advertisers and increasing the relevance of ads for their viewers,” Hulu said. “The marketplace has shown that data is overwhelmingly the new currency,” said Hulu Senior Vice President-Advertising Peter Naylor in a blog post.