Bloomberg Media Group, Bonnier Corp., Vox Media Among Early Adopters
Oracle Data Cloud announced Moat Yield Intelligence, a new feature of Oracle’s Moat Analytics helping publishers ensure their advertising campaigns are viewable, avoid invalid traffic, and are delivered in a brand safe environment. Moat Yield Intelligence capabilities have been extensively tested through early implementation with key publishers, including Bloomberg Media Group, Bonnier Corp., and Vox Media. Using this new functionality, publishers have been able to protect media spend by reducing waste, optimizing yield, and gaining greater control of their inventory.
“Publishers want to be able to demonstrate to advertisers that their inventory is viewable, fraud-free, and brand safe,” said Dave Constantino, Head of Publisher Development, Oracle Data Cloud. “Moat Yield Intelligence functionality enables publishers to protect their advertisers’ media spend and can help to improve campaign performance while strengthening trust between publishers and advertisers to build proven and successful long-term relationships.”
The Moat Yield Intelligence feature provides a suite of targeting metrics that assist direct and programmatic sales efforts, including support for programmatic direct, sales via private marketplaces, and market leading SSPs:
- Viewability thresholds that align with agency standards, the ability to customize those thresholds, and unprecedented precision through ad slot level targeting.
- Robust fraud interdiction using Moat’s leading IVT measurement and analysis technology, including learnings from Oracle’s other anti-fraud acquisitions, such as Dyn, a DNS provider that helps detect abnormal traffic patterns on the web, and ZenEdge, a leading cybersecurity suite to detect botnets.
- Contextual brand safety using technology from Oracle’s Grapeshot acquisition that analyzes and interprets the actual content of each page, not just URL-level keywords.
“Managing yield effectively requires sophisticated data to maximize efficiency, digital revenues and ultimately drive stronger outcomes for advertisers,” said Derek Gatts, Global Head of Advertising Operations, Bloomberg Media Group. “Moat Yield Intelligence helps us reach our goal of maximizing the value of each impression, while also ensuring our partners run in a brand safe environment that is optimal for their unique needs.”
“With a single implementation, Moat Yield Intelligence powers targeting against the full suite of media quality metrics that are crucial to our customer success,” said Sean Holzman, Chief Digital Revenue Officer, Bonnier Corp. “In particular, market leading solutions for SIVT detection and brand safety avoidance enable us to stay at the forefront and offer a leading media product for our advertisers.”
“As the flight to quality accelerates for marketers, we can’t keep relying on standard metrics that are optimized only for scale, like impressions and clicks,” says Ryan Pauley, Chief Revenue Officer, Vox Media. “Moat Yield Intelligence is a tool that allows us to offer deeper intelligence, performance, and optimization of our inventory ultimately resulting in increased return for our marketing partners.”