2023 October 30: Introducing New Contextual Targeting and Brand Safety Products From Oracle Advertising

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Example 2. 2023 October 30: Introducing New Contextual Targeting and Brand Safety Products From Oracle Advertising

We're excited to announce new products from Oracle Advertising (formerly Grapeshot) that will elevate your contextual targeting and brand safety strategies. Starting with contextual targeting, we are introducing Syndicated Targeting which offers ready-made segments focusing on specific industries and their subcategories with the integration of IAB Content Taxonomy 3.0. Additionally, Syndicated Sentiment allows you to find content that fits your desired tone of voice or sentiment, while App Store Targeting gives you control over ad placements based on app ratings. Lastly, Language Targeting enables customization according to the page's language. For brand safety, Tiered Brand Safety segments built on the GARM Framework offer multi-layered protection to safeguard your brand. The Potentially False Information segment developed in collaboration with The Global Disinformation Index (GDI) allows you to avoid domains recognized for high-risk of disinformation. Explore these new segments by Oracle Advertising to enhance your campaigns.


Oracle Advertising (formerly Grapeshot) offers brand safety and contextual targeting solutions that help advertisers to enhance their advertising strategy. Oracle Advertising evaluates webpages in real time and accurately segments them based on contextual keyword analysis and categorization — all before the bid takes place. In this way, Oracle can provide advertisers with the most relevant placements and avoid content that doesn’t fit the brand image.

Oracle Advertising provides you with these benefits:

  • Extensive language availability: You can use contextual targeting in 38 languages and access content in over 170 languages worldwide.

  • Various channels and formats: You can use Oracle products in desktop, mobile web, and in-app environments in Adform FLOW.

  • Customization options: You can build your own custom segments with words or phrases that fit the needs of your brand.

  • Transparency: You can view all of Oracle’s segments and make sure that your brand targets the right environments.

  • Large scale: You can target a vast number of webpages — Oracle analyzes 15 billion webpages each month.

  • Cookieless targeting: You can reach your intended audiences without relying on cookies.

In Adform FLOW, Oracle Advertising has been providing standard and custom brand safety and contextual targeting products, as well as the recently introduced Syndicated Predicts contextual targeting solution. With this release, the selection of Oracle Advertising products grows to include new contextual targeting and brand safety solutions.

New Contextual Targeting Products

Oracle Advertising introduces Syndicated Targeting, Syndicated Sentiment, App Store Targeting, and Language Targeting as new contextual targeting solutions.

In addition, Oracle Advertising offers a new Maximum Protection segment available under Positive Brand Safety.

Syndicated Targeting

Syndicated Targeting offers over 700 standard ready-made segments that you can use to target specific industries and their subcategories. Syndicated Targeting incorporates categories provided within IAB Content Taxonomy 3.0, which is the latest industry standard. The new IAB categories offer more granular segments for a number of topics and in this way provide more control for advertisers.

Note

See all the Syndicated Targeting segments in the Contextual Intelligence Segment Guide (pages 12–92).

With the introduction of the new Syndicated Targeting segments, Oracle Advertising will replace or deprecate a number of previously available contextual targeting segments. These segments will remain active in Adform FLOW during a transition period that will last until early 2024. You will be able to see those segments under Discontinued segments in your contextual targeting segments list. Once the transition period ends, these segments will no longer work, so you must remove or replace them until then.

If you have custom contextual targeting segments, this update won't impact them.

Syndicated Sentiment

Syndicated Sentiment targeting allows you to place your ads next to content that fits your desired tone of voice or sentiment expressed in written text. Oracle checks the content for words and expressions that align with a specific emotional tone and then categorizes them into positive, negative, or mixed segments. This doesn’t mean that the segments categorize the topics covered in the content as positive or negative — rather, the segments determine whether the content writer’s attitude is positive or negative toward a specific subject matter.

By targeting positive segments, you can ensure that your ad is viewed in a positive frame of mind as well. In addition, by targeting positive segments, you can avoid content that would put the reader in a negative mood and negatively impact their outlook on your ad.

Note

See all the Syndicated Sentiment segments in the Contextual Intelligence Segment Guide (pages 105–106).

To enhance your targeting setup, you can use Syndicated Sentiment targeting together with Syndicated Targeting segments. For example, combine Syndicated Sentiment segment "Curiosity" with Syndicated Targeting segment "Auto Technology" to ensure that your ads are shown in both relevant and positive context.

App Store Targeting

App Store Targeting allows you to target apps based on their age rating, star rating, or number of reviews, as defined in their app stores.

Age Rating Segments

Oracle Advertising offers a way to target or avoid specific age ratings assigned to apps in their app stores. The age rating segments are quite broad to allow easy targeting across different devices. You can combine Age Rating segments with other contextual targeting segments to reach more specific audiences.

Oracle’s App Store Age Rating segments:

Segment Name in Adform FLOW

Description

App Age Rating 3+

Targets apps rated 4+ (iOS AppStore), Everyone (GooglePlay), General (GooglePlay AUS), All ages (GooglePlay Brazil).

App Age Rating 7+

Targets apps rated 9+ (iOS AppStore), 10+ (GooglePlay), Parental Guidance (GooglePlay AUS), 10+ (GooglePlay Brazil).

App Age Rating 12+

Targets apps rated 12+ (iOS AppStore), Teen, Mature (GooglePlay), Mature, Restricted (GooglePlay AUS), 12+, 14+, 16+ (GooglePlay Brazil).

App Age Rating Adult

Targets apps rated 17+ (iOS AppStore), Adults Only (GooglePlay), 18+ (GooglePlay AUS), 18 (GooglePlay Brazil).

Star Rating Segments

Oracle Advertising provides a way to target or avoid apps based on the average star rating they have in their app stores. You can use these segments to only target apps that are perceived as higher quality or more popular and avoid lesser-known and poor-quality apps.

Oracle’s App Store Star Rating segments:

Segment Name in Adform FLOW

Description

App Star Rating 0

Targets apps with a 0 star rating. Normally, this will target apps that don't have any reviews yet.

App Star Rating 1

Targets apps with an average star rating between 1–1.9999.

App Star Rating 2

Targets apps with an average star rating between 2–2.9999.

App Star Rating 3

Targets apps with an average star rating between 3–3.9999.

App Star Rating 4

Targets apps with an average star rating between 4–4.9999.

App Star Rating 5

Targets apps with an average star rating of 5.

The star ratings you choose to target are individual rather than cumulative. This means that to target apps that have an average star rating of 4 or higher, you must select both "App Star Rating 4" and "App Star Rating 5" segments.

Note

Some app stores don’t have a star rating system, for example, LGTV and Tencent. If you target "App Star Rating 0", the segment will include all apps in these stores. To block apps from these stores, exclude "App Star Rating 0" segment.

Reviews Segments

Oracle Advertising provides a way to target or avoid apps based on the number of reviews they have in their app stores. Oracle uses the number of reviews as an indicator of the number of installs for an app on each app store.

Consider that having many app reviews doesn’t always mean that the app is of good quality. Avoid apps with negative reviews by using App Store Reviews segments together with App Store Star Rating segments or other contextual targeting options.

Oracle’s App Store Reviews segments:

Segment Name in Adform FLOW

Description

App Reviews Less than 50k

Targets apps with less than 50K reviews.

App Reviews 50k–500k

Targets apps with 50K–500K reviews.

App Reviews 500k–1m

Targets apps with 500K–1M reviews.

App Reviews 1m–5m

Targets apps with 1M–5M reviews.

App Reviews 5m–10m

Targets apps with 5M–10M reviews.

App Reviews 10m–50m

Targets apps with 10M–50M reviews.

App Reviews 50m–100m

Targets apps with 50M–100M reviews.

App Reviews 100m+

Targets apps with 100M or more reviews.

The app store reviews you choose to target are individual rather than cumulative. This means that to target apps that have 50M or more reviews, you must select both "App Reviews 50m – 100m "and "App Reviews 100m+" segments.

Note

Some app stores don’t support reviews, for example, LGTV and Tencent. If you target "App Reviews Less than 50k", the segment will include all apps in these stores. To block apps from these stores, exclude "App Reviews Less than 50k" segment.

Language Targeting

Language Targeting allows you to target content in 38 languages and can identify more than 170 languages worldwide for language-only targeting.

Note

See all the supported languages in the Contextual Intelligence Segment Guide (page 2).

Maximum Protection Segment

Maximum Protection segment is available under Positive Brand Safety and ensures that you serve your ads in exclusively brand-safe environments. It differs from brand safety due to its' targeting intent — rather than blocking unsafe inventory, Maximum Protection segment allows you to target only safe content. This also means that the Maximum Protection segment excludes uncategorized inventory, which brand safety features allow.

New Brand Safety Products

Oracle Advertising introduces Syndicated Brand Safety (Tiered) and Potentially False Information segment as brand safety solutions.

Syndicated Brand Safety (Tiered)

Syndicated Brand Safety uses Global Alliance for Responsible Media (GARM) framework to divide brand safety categories into four tiers: Floor, High, Medium, and Low. This division provides more granularity for advertisers and allows them to maximize their reach and accuracy while keeping their brands safe and away from unsuitable content.

The Syndicated Brand Safety tiers from Oracle Advertising are:

  • Floor: Content that contains topics that aren’t appropriate for advertising.

  • High: Content that contains glamorization and graphic depictions of unsafe topics.

  • Medium: Content that contains dramatic depictions of unsafe topics as news or entertainment.

  • Low: Content that contains educational, informative, or scientific depictions of unsafe topics.

Based on the GARM framework, Oracle Advertising always blocks the Floor tier. You can select the remaining three tiers depending on the level of brand safety you prefer. The chosen tiers follow a cumulative logic:

  • If you block the Low tier, Oracle will automatically block Medium and High tiers as well.

  • If you block the Medium tier, Oracle will automatically block High tier and will allow Low tier to be used.

  • If you block the High tier, Oracle will allow Medium and Low tiers to be used.

You can apply Tiered Brand Safety to 11 brand safety categories. See the brand safety categories with examples of the tiers in the Contextual Intelligence Segment Guide (pages 3–10).

Note

To ensure that Syndicated Brand Safety tiers work as intended, you must select only one tier for each brand safety category.

If you have a custom brand suitability solution, this update won’t impact it.

Potentially False Information Segment

Potentially False Information segment under Syndicated Brand Safety is the result of a partnership between Oracle Advertising and an independent not-for-profit organization, The Global Disinformation Index (GDI). This segment allows you to avoid domains that are recognized as high-risk for disinformation and in this way not fund “fake news” and other questionable information sources.

Note

See the Potentially False Information segment in the Contextual Intelligence Segment Guide, together with other brand safety segments (page 9).

Use Oracle Advertising Contextual Targeting Segments With Adform

To set up new contextual targeting segments for your programmatic line items, follow the procedure in Activate Contextual Targeting and select Oracle Advertising as Provider.

Use Oracle Advertising Brand Safety Segments With Adform

To set up new brand safety segments for your campaigns, follow the procedure in Use Brand Safety with Adform and select Oracle Advertising as Provider.

Pricing

The new brand safety and contextual targeting segments introduced with this update have the same price as the solutions previously available under Grapeshot provider. You can see and add the new segments when you select Oracle Advertising in the list of providers.

See the Pricing for Brand Safety, Contextual Targeting and ID Fusion Features for all pricing details.

Reporting

In Adform reports, you can evaluate the performance of the new brand safety or contextual targeting segments that you select for your campaigns or line items. To see the relevant data, create a custom report and select pre-bid reporting dimensions: Pre-bid Brand Safety Features, Pre-bid Brand Safety Providers, Pre-bid Contextual Targeting Features, or Pre-bid Contextual Targeting Providers.

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