MarTech Minute: Hootsuite data comes to Oracle Eloqua, Valassis’ new CTV solution

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SOCIAL CURRENCY: Social media management platform Hootsuite announced a new integration with Oracle Eloqua, making it possible to sync social data from Hootsuite into Oracle’s marketing automation platform. Why we care: Leveraging social data within your prospecting efforts can be challenging. This integration allows brands to take advantage of their social data by applying it to lead scoring processes within Oracle’s Marketing Cloud platform. Source: Hootsuite

WHAT’S GOOD ON TV? Valassis, a consumer engagement martech platform, has launched Valassis CTV, a personalization solution for connected TV advertisers. The offering allows brands to target audiences by interests, in-market signals and location. It also comes with detailed information on completed ads, showing the time of day an ad ran, the type of device it was viewed on, and performance metrics. Why we care: Last December, the IAB reported non-pay TV households are projected to almost reach parity with pay TV households in the next five years, and that many of the “non-pay TV households” are streaming video. This shift presents major opportunities for CTV advertisers. As viewing habits continue to move from traditional TV programming to CTV and streaming services, ad targeting and tracking capabilities solutions will grow in importance. Source: Valassis