Oracle’s advertising and third-party data businesses are officially kaput; political pollsters are abandoning misleading online data; and AI-generated slop is already overtaking the internet.
For our 300th episode, we do a post-mortem (don’t do a brand safety block on us for using this term!) on Oracle’s ad business. Then, we go through the ins and outs of reaching LBGTQ+ audiences online, a category that requires extra attention to data privacy.
By now, the industry is well aware that Oracle, once the most prominent advertising data seller in market, will shut down its advertising division. What’s behind the ignominious end of Oracle Advertising?
The end of Oracle’s ad business is a major shift in the ad landscape. Here’s how to assess the impact on your business and begin to find a new path forward, according to Alliant’s Christopher Morse.
Keyword blocklists are blunt instruments, and yet they persist in programmatic media buying. It’s time to kick blocklists to the curb and start curating keywords by campaign, says contextual pioneer John Snyder, who sold his company, Grapeshot, to Oracle in 2018.
Since Oracle Data Cloud’s creation four years ago, following the acquisitions of data sellers Datalogix and BlueKai, it has taken a central role in powering Oracle’s core products. Oracle Data Cloud further enhanced its ability to measure the digital media supply chain with its $850 million acquisition of Moat and the $400 million acquisition of […]
Oracle has acquired Grapeshot, a UK-based contextual targeting startup, the companies announced Tuesday. Grapeshot provides pre-bid insights based on the media being considered. Terms of the deal were not disclosed. Grapeshot will join the Oracle Data Cloud, where it will be combined with Moat to strengthen the company’s brand safety service. The company initially focused […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by John Snyder, CEO at Grapeshot. The upcoming General Data Protection Regulation (GDPR) provides impetus for brands to take a stronger hand in the stewardship of the data that will be […]
With the explosion of cross-screen TV, publishers and advertisers are clamoring for better discovery, personalization and cataloging of video content, and metadata is answering that call. Metadata, put simply, adds more context to data. Metadata in video can range from the contents of that video (e.g., colors, products, characters) to the way it’s classified (e.g., […]
Publishers are getting ensnared in the filters used by many advertisers to combat the YouTube brand safety crisis. Earlier this year, many brands found their ads running next to offensive content on the video platform, prompting marketers and their agencies to enlist third-party monitoring. Now publishers as a whole are feeling the effects. The filters […]
For Vice Media, an edgy, youth-oriented publisher rooted in eccentricity, being brand-safe means giving advertisers enough control over their ad placements to keep the briefs coming. “There’s certain content brands would like to be associated with and certain content they would not,” said Andrew Smith, VP of digital for Vice Media. He noted that much of […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Chris Stark, senior vice president of product marketing at Grapeshot. In theory, the promise of the programmatic wave sweeping digital advertising is to make buying more fluid. From the perspective of supply-side businesses, however, […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by John Snyder, CEO at Grapeshot. At the risk of sounding arch or flippant, I declare that the programmatic media community should start copying Tinder. Yes, that Tinder. The online dating […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Chris Stark, senior vice president of product marketing at Grapeshot. There’s a fair amount of debate regarding display and video viewability standards now being transacted in the marketplace and it’s […]
From Grapeshot CEO John Snyder’s vantage point, a culture of innovation and a willingness to partner in the UK has created new opportunity for his company. Having originally entered the ad tech space targeting the sell-side in 2008, Grapeshot has since pivoted and brought keyword targeting to European — and soon U.S. — ad buying […]
