Oracle has introduced a series of new data management platform innovations for its cloud marketing platform (Oracle Marketing Cloud) that enables customers to seamlessly define, select, count, and deliver audience IDs based on the user’s environment.

Oracle’s new enhancements to the Audience Builder user interface within its Oracle Data Management Platform are designed to help marketers visualise and manage ID source, with planned functionality to link these audiences via a self-service UI through the Oracle ID Graph.

Oracle said the new user interface makes it easier for marketers to manage and select ID types in order to identify, build, plan, and analyse audiences based on the device or platform within which the ID was originally created.

“The explosive growth in connected devices has created immense opportunities for marketers to engage with consumers at the moments that truly matter,” Oracle Marketing Cloud’s group vice president, Steve Krause, said.

“To capitalise on this opportunity, marketers need to be able to manage audiences based on the engaged environment. This is critical to intelligent linking for use cases like cross-device targeting, and that is why we have revamped the Audience Builder user interface within the Oracle Data Management Platform to help address device agnostic identity management.”