Enterprise software giant Oracle has launched a tool called 'Pre-Bid by Moat' through its Oracle Data Cloud, to help marketers identify and use ad inventory that meets their standards for third-party viewability and invalid traffic.
Last year, Oracle acquired digital ad analytics and viewability measurement specialist Moat, which provides heatmap analytics for measuring online ad effectiveness, while tracking campaigns in real-time, to measure engagement rather than clicks. The new Pre-Bid by Moat solution is powered by Moat's invalid traffic (IVT) measurement technology.
IVT also benefits from learnings from Oracle's other anti-fraud acquisitions, including web security and managed DNS from Oracle Dyn, which helps identify abnormal traffic patterns on the web and detect and block malicious non-human traffic. In addition, using the contextual intelligence platform from its Grapeshot acquisition, Oracle Data Cloud analyzes and interprets the actual content of each web page, not just its URL-level keyword.
Pre-Bid by Moat will be integrated with DSPs such as the Adobe Advertising Cloud, Amobee, dataxu and MediaMath. Eric Roza (pictured), SVP and General Manager, Oracle Data Cloud, comments: 'Fraud and viewability issues can drain your ad spend and damage your results, while association with offensive or inappropriate content can result in lasting brand damage. Oracle's Pre-Bid by Moat offers a unified solution to protect media spend for advertisers by bringing together powerful tools to set real-time requirements for viewability, invalid traffic, and brand safety'.
Web site: www.oracle.com .
All articles 2006-18 written and edited by Mel Crowther and/or Nick Thomas.