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»grapeshot

Oracle Data Cloud's Plan To Take Over Digital Media Without Touching Media

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... Continue reading »

by James Hercher // September 25th, 2018 //
»
Oracle Data Cloud Buys Grapeshot

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... Continue reading »

by James Hercher // April 24th, 2018 //
»
Post-GDPR, Clients Will Own Data And Agencies Must Get Creative

“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... Continue reading »

by AdExchanger // April 20th, 2018 //
»
Metadata Will Supercharge Video, But It’s Still Early Days

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.,... Continue reading »

by Kelly Liyakasa // December 28th, 2017 //
»
Publishers Find Themselves Caught Up In Brand Safety Nets

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... Continue reading »

by Sarah Sluis // December 7th, 2017 //
»
Vice Balances Brand Safety With Editorial Autonomy

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... Continue reading »

by Kelly Liyakasa // May 12th, 2017 //
»
A Publisher's Guide To Premium Distribution Strategies In The Programmatic Age

“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,... Continue reading »

by AdExchanger // August 7th, 2015 //
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What Programmatic Advertising Could Learn From Tinder

“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... Continue reading »

by AdExchanger // December 17th, 2014 //
»
It’s Time To Move Beyond Viewability: Better Metrics Await

"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... Continue reading »

by AdExchanger // October 2nd, 2014 //
»
Grapeshot Targeting Keywords In Display

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... Continue reading »

by John Ebbert // November 21st, 2012 //
»
 

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