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Thursday, 26 September 2019 11:07

GIPHY chooses Oracle for ad-tracking across billions of GIFs

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GIPHY, the entertaining online database of billions of short looping videos, announced today its integration with Oracle Data Cloud to measure advertising delivery, viewability and invalid traffic across its billions of GIFs.

GIPHY is big business; it's not just for spicing up Slack chat or locating an appropriate reaction to email your colleagues. GIPHY has over 500 million daily active users, serves over seven billion GIFs per day and visitors watch over 11 million hours of GIF content every day.

In February this year, GIPHY announced it is exploring an advertising scheme, and with great data comes a need for great analytics.

Specifically, Oracle Moat - Oracle's brand intelligence and analytics platform - will be used to validate advertisers' branded content has been seen by actual users. The integration also extends the range of Moat's measurement solutions to include GIPHY's marketing innovations.

“Effective advertising campaigns inspire an emotional reaction, which is why short-form content like GIFs can be such a powerful tool for marketers,” said Dan Fichter, vice president of software engineering for Oracle Data Cloud. “To build confidence in this new channel, marketers need to ensure that their GIPHY campaigns are being seen by real people. By working with GIPHY to measure ad delivery and invalid traffic, Moat gives advertisers the ability to measure their campaign using the same industry-leading metrics used across other major platforms and the open web.”

“GIPHY’s platform enables brands to be at the centre of cultural moments,” said Alexis Berger, vice president of revenue for GIPHY. “With the Moat integration, brands now also have the added layer of confidence that the media that GIPHY delivers is viewable, verifiable, and reaching real GIPHY users. Moat is an industry leader in verification, and this collaboration is a significant step forward in building out our branded content platform—GIPHY for Marketers—to meet the growing needs of the market.”

Moat helps top advertisers and publishers measure and drive attention across trillions of ad impressions and content views so they can avoid invalid traffic, improve viewability, and better protect their media spend.

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David M Williams

David has been computing since 1984 where he instantly gravitated to the family Commodore 64. He completed a Bachelor of Computer Science degree from 1990 to 1992, commencing full-time employment as a systems analyst at the end of that year. David subsequently worked as a UNIX Systems Manager, Asia-Pacific technical specialist for an international software company, Business Analyst, IT Manager, and other roles. David has been the Chief Information Officer for national public companies since 2007, delivering IT knowledge and business acumen, seeking to transform the industries within which he works. David is also involved in the user group community, the Australian Computer Society technical advisory boards, and education.

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