It recently got acquired in to Oracle’s fast-growing ad-tech stack, after majoring on helping advertisers understand the context within web pages. But Grapeshot is not yet done bringing “contextual intelligence” to market.
The tech company crawls the web, indexing and interrogating pages to identify their inner content, so that it can make that intelligence available to advertisers concerned to buy in brand-safe environments. But the offering won’t stop at web pages.
“On the roadmap and in beta currently is video context,” says the company’s product strategy VP Andrew Smith, in this video interview with Beet.TV.
“We’re also looking at solutions for in app in other areas where crawlable content is not as easy to access. So we’re looking for those scalable entry points to offer products and video and apps in other areas.”
Oracle said in April it would acquire Grapeshot, having already previously acquired Moat for its brand safety play, calling Grapeshot “a provider of brand safety and pre-bid contextual solutions to over 5,000 of the world’s leading marketers”. The company will align with Oracle’s Data Cloud platform.
Tremor Video DSP this week said it would integrate Grapeshot’s technology at the pre-bid stage so that “unfavorable” publisher environments could be filtered out.
The technology analyzes the relationship of words on a web page to understand the true context. Negative ones can be filtered out before an advertiser can even bid on it.
This video is part of Beet.TV’s coverage of the IAB Video Symposium 2018 presented by Tremor Video DSP. For more videos from the series, please visit this page.