- Digital marketing technology company Amobee is expanding its partnership with Oracle Data Cloud to activate third-party data across programmatic and social media platforms, according to a press release. The partnership will help to streamline cross-channel media planning decisions and give marketers access to Oracle's offline-purchase transactional data.
- Hill City, Gap's new premium men's active wear line, is an early adopter of the technology. The brand is focusing on offering personalized experiences by building data-driven, digital campaigns.
- "Hill City leverages Amobee's collaboration with Oracle Data Cloud to connect the dots between two of the largest customer touchpoints: social and programmatic," said Kayla Glanville, head of growth at Hill City, in the release. "This agreement helps us make informed, resonant marketing decisions that benefit our community and our business."
Social media and programmatic are two of the most important ways for brands to reach consumers online, but optimizing campaigns across these channels can be a challenge because of platforms that act as walled gardens. The Amobee-Oracle partnership promises to help alleviate the issue by enabling marketers to leverage offline transactional data sets through Oracle Data Cloud and use Amobee to deliver digital ads across social media and other programmatic media channels. As a result, brands like Hill City can build data-driven, digital-led campaigns where consumers are spending their time and offer experiences that are personalized and consistent.
Marketers have been attracted to programmatic for its high efficiency and automation. New research by Zenith forecasts that 65% of all digital media advertising spend will be traded programmatically by 2019. Advertisers are expected to spend $84 billion programmatically next year, up from $70 billion this year. Zenith pulled back slightly from previous forecasts, with factors like GDPR and investments in marketing technology infrastructure slowing down marketers' transitions to programmatic.
Marketers also see technology like AI as essential in helping them achieve more personalization and offer higher-value content to consumers. Amobee is an independent platform that unifies key programmatic channels including major social media platforms. It uses AI is used to help marketers more quickly optimize campaigns that are in progress. More than half of B2B marketers say that AI will boost their marketing's effectiveness in driving revenue, an EverString and Heinz Marketing survey revealed.