• by Tobi Elkin  @tobielkin, December 6, 2016

Near, a location intelligence platform that provides real-time information on places, people and products, on Tuesday announced an integration with Oracle Data Cloud to make Near’s global audience data available through Oracle’s BlueKai Marketplace.

The integration will enable users of Oracle’s BlueKai Marketplace to access Near’s audiences, which are formed using real-time location and behavioral data.

The goal is that by overlaying Near’s data on their existing targeting data, marketers will be better able to reach their target audiences, understand and improve their campaigns, and optimize media spends. Since the Near platform builds audiences from device data, the agreement also expands the global reach of Oracle’s Bluekai Marketplace with new audience sets.

The Near platform combines and analyzes data from over a billion devices, allowing marketers to gather insights on consumers and places, act on them in real-time, and measure impact. Near is an existing Gold level member of  the Oracle PartnerNetwork (OPN). The Oracle Data Cloud works with large data companies and integrates with more than 200 media companies, including publisher exchanges, agency trading desks, and data management platforms that can use the data for reaching consumers more effectively.

"Near’s platform combines and analyzes data from over a billion devices, building a picture of consumer journeys, in real time. This integration means that brands will now have unique access to these audience sets built from location data via Oracle’s BlueKai Marketplace," Aditi Kohli, Near's senior director for data partnerships, told Real-Time Daily via email. "The need for brands to converge multiple data sets to create a unified view of the consumer is increasing. The partnership will enhance brands’  understanding of consumers, enabling marketers to use data to better target audiences, and also to create more meaningful experiences for the consumer.”