ACCELERATING INTERNATIONAL PURCHASE-BASED SUCCESS Nick Bartlett, Digital Development Director, Starcom UK The Ask Kraft Heinz, its agency Starcom, and DSP, Amobee challenged Oracle Data Cloud to increase consumption of its soup products among canned-soup buyers and drive trial of a new carton of soup to win back share from the fresh soup category in the UK. The Solve To meet the challenge, Oracle Data Cloud developed Global Purchase-Based Targeting (PBT), an innovative method of leveraging real purchase data in the U.S. to inform and power global audiences—filling the void where international purchase- based data is sparse. On average, Global PBT proves to be more 3x effective at identifying brand and category buyers. Ideal buyers were developed from several premium data assets i

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