Hill City works with Amobee as media-buying vendor and strategic partner, a vendor relationship Toda brought from his previous job as global head of social marketing at Airbnb. And the Gap brand is also piloting a partnership between Amobee and Oracle Data Cloud to coordinate efforts across walled garden platforms and the programmatic ecosystem.
“If you were to roll back six or seven years ago most people in the industry expected there to be an online marketing ecosystem with data flowing freely, and that’s clearly not the case,” said Philip Smolin, Amobee’s chief strategy officer. Instead, the walls have gotten higher around platform users.
The Amobee-Oracle Data Cloud product allows Hill City to push the same custom audience segments out to different platforms and adjust or suppress campaigns based on activity in other channels. If an Instagram user buys a product, for instance, Hill City can halt that campaign across other social platforms, or if a user has been heavily targeted via programmatic, Hill City can suppress social targeting.
“That portability between social and programmatic, our two largest consumer touch points, is critical for us,” Toda said.
Hill City made hundreds of changes to its site in only a few weeks based on connections between social, search, programmatic and on-site traffic, he said. “Now it’s about being able to make that degree of change and personalization with the media plan, not just the site.”