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

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.

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 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.

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

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

Maximum Protection segment under Positive Brand Safety allows you to serve your ads in exclusively brand-safe environments. It differs from brand safety because instead of blocking unsafe inventory, this segment allows you to target only safe content instead. This also means that the Maximum Protection segment excludes uncategorized inventory.

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:

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:

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).

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

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.