The news comes at a time when marketing is becoming a real-time undertaking, and some enterprises are struggling to create varied content while juggling the various agencies and employees involved in these projects.
The company has partnered with three providers of social advertising platforms – Kenshoo, Nanigans, and SHIFT – and will be helping marketers leverage scalable, data-driven targeted advertising.
According to Oracle, its three partners were chosen based on their platform capabilities, technology innovation, and scale capabilities, as well as their customer bases and their partnerships with some of the larger social networks out there.
“Through our open API strategy, we can work with leaders in the business and provide our customers a choice in their social advertising technology options,” said Meg Bear, group VP, Oracle Social Cloud. “Kenshoo, Nanigans and SHIFT have the industry’s premier and comprehensive advertising solutions and represent some of the biggest brands and organizations worldwide.”
The strategy itself enables integration between Oracle’s Social Relationship Management (SRM) platform and the partners’ technology. This integration will allow users to connect content creation and management in SRM while promoting their content within the platforms provided by Kenshoo, Nanigans, and SHIFT.
The partner strategy will deliver technological expertise to customers, as well as comprehensive analytics, coordination and collaboration between involved parties, and SRM’s Custom Audiences capability.
“This strategic approach signals our belief in the power of an open API strategy, and we believe this is the best solution to meet our customers’ needs to leverage performance-based, data-driven, targeted advertising at scale,” said Bear
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