Oracle's Data Cloud To Aid GIPHY To Gauge GIF-Ad Viewability

Oracle’s (NYSE:ORCL) Data Cloud capabilities were recently selected by GIPHY to enable its advertisers to validate and quantify ad-content viewability as well as delivery on a real-time basis.

Primarily, Oracle’s Moat will be integrated into the GIPHY platform, one of the notable GIF search engines. This will enable advertisers to verify whether branded content on the GIPHY platform was viewed by actual users.

Notably, the platform will leverage Moat intelligence capabilities to improve viewability, avoid invalid traffic (IVT) and optimize spend on media. Advertisers on GIPHY platform will be able to analyze the impact of marketing tools.

Moreover, advertisers can evaluate the scale and scope of the ad campaigns on the platform with Oracle’s solution. This integration provides advertisers with effective media spend measures and initiatives aimed at enhancing engagement on the GIPHY platform.

Markedly, GIPHY platform offers advertisers a platform to design and share engaging GIFs. The platform serves nearly 7 billion GIFs on a daily basis that are viewed by approximately 500 million of active daily users.

Given the strength in user base, the latest integration with GIPHY platform provides Oracle’s Moat solution with considerable exposure in the ad-content measurement and evaluation domain in digital advertising.

With Moat integration, GIPHY aims to strengthen its new offering — GIPHY for Marketers — to address evolving challenges in the digital ad market.

Rising Spend on Digital Ads Favors Prospects

Automation of ads across Internet platforms is crowding web pages. In this context, there have been instances wherein ads have been causing IVT, which does not help the brand’s marketing initiatives.

To avoid such circumstances, Moat offers Attention Analytics solutions to provide marketers with tools to gauge ad content viewability and target audience effectively.

Oracle acquired Moat in April 2017 to address the growing need of analyzing advertising effectiveness amid rising popularity of social media and digital ad channels. Post acquisition, Oracle’s Moat Measurement suite of solutions is an important part of Oracle Data Cloud. Moreover, the offering is integrated with Contextual Intelligence to enhance brand safety and loyalty.

Notably, eMarketer expects digital ad spending to reach $333.25 billion in 2019, which indicates a rise of 17.6% year over year. The tally is projected to hit $517.51 billion in 2023. The secular growth in digital ad spending increases the prospects of the Oracle’s Moat offering.

We believe that adoption of Oracle Data Cloud services, which offer marketers the required data and tools to strengthen their end-to-end marketing processes, bode well for the company’s top line.

Moreover, synergies from other acquisitions that include Grapeshot, Crosswise, AddThis, BlueKai and Datalogix have strengthened the platform.

To Conclude

Oracle is leaving no stone unturned to enhance its Data Cloud platform with innovative capabilities via acquisitions and increasing investments in R&D.

It will likely aid the company to expand its customer base and open new avenues to enhance business strategically.

However, increasing operating expenses are likely to exert pressure on margins at least in the near term.

Zacks Rank & Stocks to Consider

Oracle carries a Zacks Rank #3 (Hold).

Some better-ranked stocks in the broader technology sector are Perficient (NASDAQ:PRFT) , Paylocity Holding (NASDAQ:PCTY) and Chegg (NYSE:CHGG) , each sporting Zacks Rank #1 (Strong Buy). You can see the complete list of today’s Zacks #1 Rank stocks here.

Long-term earnings growth rate for Perficient, Paylocity and Chegg is currently pegged at 10.75%, 20% and 30%, respectively.

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