Oracle Advertising and The Trade Desk this month announced they are partnering to offer video-level contextual intelligence for connected TV (CTV). The solution leverages Oracle Advertising's video-level contextual intelligence and brand suitability data, which is powered by IRIS.TV.
IRIS.TV is a data platform that provides advertisers with enriched video-level data from a variety of supply partners, including CTV publishers, streaming apps, and platforms.
Oracle Advertising uses the IRIS-ID, a universal content identifier, to access and analyze videos from IRIS-enabled™ supply partners. This analysis allows Oracle to create standard and custom brand safety and brand suitability segments. These segments are then made available through The Trade Desk for all agencies and traders.
Advertisers can use Oracle Advertising's video-level contextual intelligence to target consumers based on the content they are watching. For example, a sports league could target all sports content to own category share-of-voice during the season and in the off-season. Or, a recreational automaker could target content that aligns with the values it shares with its customers.
In addition, Oracle Advertising's video-level contextual intelligence can help advertisers ensure that their ads are running alongside relevant and brand-suitable content. This is achieved by using the Global Alliance for Responsible Media (GARM) Brand Suitability Framework.
The partnership between Oracle Advertising and The Trade Desk is a significant step forward for the CTV industry. By simplifying the supply chain and providing advertisers with a clearer picture of content adjacency, the solution enables advertisers to target with greater precision and achieve their campaign goals.
Example of IRIS-enabled™ video using Oracle Contextual Intelligence
A car manufacturer wants to target consumers who are interested in buying a new car. The car manufacturer can use Oracle Advertising's video-level contextual intelligence to target videos that are related to cars, such as car reviews, car commercials, and car shows. The car manufacturer can also use Oracle Advertising's brand suitability data to ensure that its ads are not running alongside content that is not relevant or brand-suitable.