Visa teams up with Oracle to offer retailers feedback on online ads

Visa and Oracle are partnering to provide merchants with new insights regarding their digital ads.



Visa has introducted Visa Advertising Solutions, a new suite of products available to retailers through the Oracle Data Cloud. It is designed to help merchants understand whether their digital advertising efforts are influencing consumer purchase decisions online and in stores.



Leveraging digital advertising and cross-device connection data from Oracle Data Cloud with aggregated purchase data from Visa Advertising Solutions, retailers can measure consumer response to advertising campaigns run on mobile, display, video and social channels, and use the insights gained to optimize their efforts.



The new tool can also recommend targeted customer segments for future ad campaigns and timely offers based on past purchase behavior, which can be supplemented with demographics and consumer interests, among other data, from Oracle Data Cloud. Purchase data shared with advertisers is always aggregated and de-identified.



Several national merchants piloted Oracle Data Cloud/Visa Advertising Solutions in 2015, by measuring how advertisements placed on Twitter improved online and offline ROI.



“Visa Advertising Solutions helped merchants close the loop between online campaigns and offline sales, so they could measure the impact Twitter advertising campaigns had on offline sales,” said Ali Jafari, VP, partnerships at Twitter. “We’re excited that advertisers have the ability to measure their ROI through Visa Advertising Solutions in a way that can strengthen their bottom lines.”