Oracle wants to bring big data to GIFs
By Sara Shaw • September 25, 2019
Earlier this week, Oracle said that it is partnering with Giphy, the short-form-video search engine that powers reaction videos across platforms like Slack, Twitter and Facebook, among others, with branded content on Giphy’s platform using Oracle’s Moat to validate traffic and measure the GIF’s viewability, along with the time spent on each one.
Though better associated with wacky reaction images, the short-form platform has been courting big brands to help better integrate their messaging into the short bursts of content. However, these same brands were increasingly looking for the same measurement capabilities they were used to when buying for other digital-first formats. Now, Oracle is stepping in with a tracking pixel meant to fire when the branded GIF is in full view—just like any other digital ad.
Per Giphy, the media buyers won’t see any additional fees tacked onto their typical CPMs on the platform.