Dive Brief:

• Oracle has launched a new B2B audience solution it calls "the largest business-to-business audience data marketplace," according to a release. 
• Through the Oracle Data Cloud, the database boasts over 400 million business user profiles and thousands of audience segments.  
• Oracle's Data Cloud is tied to more than 200 demand side platforms, data management platforms, and various desks and networks on the agency and publisher side.

Dive Insight:

As the marketing role becomes increasingly data-driven, Oracle is aiming to build up its data offerings for marketers. The launch of its new B2B audience database comes as a major step in that direction. 

While Oracle Data Cloud's competition—such as Acxiom and Exelate—are more focused on consumer marketing, Oracle aims to differentiate itself with a focus on B2B, Oracle Data Cloud Group Vice President Rob Holland told Marketing Land. Oracle faces competition from IBM and Adobe for the B2B audience, but also Microsoft after its acquisition of LinkedIn and its massive virtual rolodex of B2B contacts and user behavior data.

In B2B marketing, databases from cloud partners like Oracle offer third-party verification of website visitors and email subscription list sign-ups. However, first party data coming straight from website behaviors, content downloads and other indicators should always get priority when used for lead scoring.