Amobee, a global digital marketing technology company serving brands and agencies, announced it has expanded its collaboration with Oracle Data Cloud to become one of the first companies to activate third-party data across programmatic and social media through its platform, providing marketers seamless activation across digital channels.

The collaboration allows marketers to access robust offline purchase-based transaction data sets through Oracle Data Cloud and activate them across social media and other digital programmatic media channels through Amobee, streamlining their digital ad buy. This allows for better cross-channel planning decisions by surfacing clearer visibility of audience performance and reducing wasted spend through frequency management solutions. Marketers are able to leverage Amobee’s platform to access granular data, allowing them to effectively analyze the impact of different cross-channel media mixes, ad frequency and other tactics on business outcomes to inform online strategy and optimize campaigns.

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“Amobee is bridging programmatic and social channels by giving advertisers visibility across the walled gardens and allowing them to efficiently control their cross-channel audience strategy while maintaining full privacy compliance,” said Johnny Horgan, Senior Vice President of Social Sales & Partnerships at Amobee. “Our work with Oracle Data Cloud allows brands and agencies to minimize waste and deliver consistent, measured messaging to consumers.”

“At Hill City, our vision for retail is to create personalized experiences built for customers who are more connected and empowered than ever before. We plan on doing this by building data-driven, digital-led campaigns in the places people invest their time and attention, delivering the right experiences to the right audiences at the time they’re ready to take action,” said Kayla Glanville, Head of Growth at Hill City, Gap Inc.’s new premium active wear line for men. “Hill City leverages Amobee’s collaboration with Oracle Data Cloud to connect the dots between two of the largest customer touchpoints: social and programmatic. This agreement helps us make informed, resonant marketing decisions that benefit our community and our business.”

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Oracle Data Cloud provides Amobee clients with offline transaction data, Amobee runs the data through its data management platform and the ads are served through the social media platform as well as the Amobee demand side platform. This gives marketers deep insight into how consumers are interacting with online ads and the ability to optimize the ads across channels, devices and segments for immediate, actionable results to drive more offline sales.

“We’re proud to work with an innovative company like Amobee to implement new and different ways to help marketers thoughtfully reach desired audiences,” said Patrick Jones, GVP and GM of Partnerships, at Oracle Data Cloud. “Our agreement with Amobee is one of the first to allow for tailored activation of the highest quality segments across digital. By optimizing the use of third-party data, marketers can more effectively reach their target customers and improve performance.”

One of the world’s largest independent marketing platforms, Amobee unifies key programmatic channels—including all major social media platforms, formats and devices—to provide agencies and leading brands with advanced data management and media planning capabilities as well as actionable, real-time market research and proprietary audience data.

In utilizing AI to help automate day-to-day tasks, Amobee’s platform allows the marketer to focus more time and energy on strategy. Amobee’s data science team has built an ensemble of algorithms that provide feedback and take action in real time, allowing marketers the ability to significantly improve and optimize their campaigns in-flight quicker and more effectively. By leveraging AI to ensure the data coming in and data going out is more accurate and predictions are better and more precise, marketers will inherently drive better ROI for their clients.

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