Oracle Data Cloud Scoops Grapeshot; Adds New Dimension of Context in Brand Safety

B2B DataNative & Programmatic Advertising

By Sudipto Ghosh On Apr 26, 2018

Oracle Adds New Dimension of Context to Its Data Cloud with Grapeshot's Acquisition

The Acquisition of Grapeshot Will Dramatically Expand Oracle Data Cloud’s Ability to Improve Marketing Outcomes for Their Partners Worldwide

Continuing their efforts to strengthen brand safety technology, Oracle has now acquired Grapeshot. On 24 April 2018, the leading marketing technology provider announced that they signed an agreement to acquire Grapeshot. Grapeshot is an industry-recognized leader in providing brand safety and pre-bid contextual solutions.

Every month, over 38 billion programmatic ad impressions are enhanced using Grapeshot’s Contextual Intelligence Platform in dozens of languages, and this number has grown well over 100% year over year.

Oracle would be acquiring Grapeshot’s Contextual Intelligence Platform. This platform enables the rapid creation of highly-customized segments that allows marketers and their agencies to confidently —

Avoid unsafe content that will damage brand equity, and close the loop via Moat Measurement
Extend global audience reach by targeting the most relevant context, including late-breaking news and trending themes, to complement Oracle Data Cloud’s custom audience segments

The acquisition of Grapeshot will dramatically expand Oracle Data Cloud’s ability to improve marketing outcomes for our partners worldwide by adding the important dimension of Context to Oracle Data Cloud’s expertise in Audiences and Measurement.

Eric Roza

At the time of this announcement, Eric Roza, Senior Vice President and General Manager, Oracle Data Cloud, issued a letter to their customers and partners. In the letter, Eric mentioned that every month, 38+ billion programmatic ad impressions are enhanced using Grapeshot’s Contextual Intelligence Platform in dozens of languages, and this number has grown well over 100% year over year.

Eric added, “I am thrilled to welcome the Grapeshot team to Oracle and would like to personally thank John Snyder, Grapeshot’s CEO and Co-Founder, for agreeing to serve in an advisory role through the transition.”

Oracle is currently reviewing the existing Grapeshot product roadmap and will be providing guidance to customers in accordance with Oracle’s standard product communication policies.