“We expect Oracle’s continued investment in Grapeshot will deliver more functionality and capabilities at a quicker pace, as well as provide better integration and alignment with Oracle Data Cloud’s other product offerings,” wrote John Snyder, Grapeshot CEO, in a note to customers.
On top of the brand safety solution, Grapeshot opens a better look into media environments and will “extend global audience reach by targeting the most relevant context, including late-breaking news and trending themes,” Oracle Data Cloud said in the release.
Contextual targeting has become more important for global clients because it’s less exposed to GDPR and other potential regulation, since it applies data for targeting media rather than users.
And unlike many ad tech subcategories, contextual targeting isn’t saturated with competitors. The Trade Desk’s partner program, for example, features two contextual targeting companies, Sizmek’s Peer39 and Grapeshot.