Oracle Ads have had it: $2B operation shuts down after dwindling to $300M

Oracle is shutting down its advertising business after revenue fell from a reported $2B in 2022 to about $300M in FY2024, with investors focusing instead on new cloud and AI partnerships despite an earnings miss. The move caps years of ad-tech acquisitions and follows mounting privacy constraints (GDPR, Apple tracking limits, cookie deprecation), legal challenges, and shrinking demand for third-party data, likely triggering layoffs. Industry analysts argue the surveillance advertising model is under sustained pressure, with dominant platforms relying on first-party data and smaller publishers squeezed, signaling broader contraction for non-consented third-party data markets.