Independent News and Media (INM) has extended its ongoing relationship with Oracle to boost its advertising sales offering to clients and agencies while improving the overall reader experience.
According to the company, it has expanded its collaboration with Oracle Data Cloud to use Oracle Contextual Intelligence, which is powered by technology from Oracle’s Grapeshot acquisition earlier this year. Through this expanded relationship, INM will become one of the first media outlets in Ireland to use Oracle Contextual Intelligence to offer these new advertising capabilities to brands.
Oracle Data Cloud Contextual Intelligence improves marketing outcomes by helping ensure ads only appear with brand safe and contextually appropriate content. Using adaptive machine learning algorithms, the platform assesses relative keyword importance on pages, so advertisers can avoid negative content and keywords, as well as placing their ads in brand relevant contexts, all without using cookies or audience profiles.
Advertisers can create highly-customized segments to confidently avoid unsafe content that will damage brand equity while extending their audience reach through brand-relevant content, including late-breaking news and trending themes. Advertisers can also use these contextual solutions to complement Oracle Data Cloud’s custom audience segments, while closing the loop on viewability and impact via Moat Measurement.
“Through these solutions, INM will be able to offer advertisers more personalised and targeted marketing campaigns. In addition, the new data management platform will ensure that readers only receive advertising that is relevant to them, hitting the target audience with minimal wastage,” says INM.
According to Chris Gordon, Head of Digital Ad Operations and Programmatic at INM, “We’ve listened to our advertiser’s needs and concerns around brand safety. After researching the market we’re delighted to have Oracle Contextual Intelligence added to our ad delivery platform. Now we can confidently ensure that our client’s ads fall into the correct content for their brands, safe in the knowledge their ad message will be received in the expected environment enhanced by the power of contextual advertising. Having worked with Oracle Data Cloud already we’ve had great success with Oracle’s DMP and now adding Oracle Contextual Intelligence gives us further ability to deliver the right ad, in the right place, at the right time.” – Chris Gordon, Head of Digital Ad Operations and Programmatic at Independent News & Media.
“Oracle Data Cloud is delighted to be working with Independent News and Media to provide them with our contextual intelligence solutions. Using Oracle Contextual Intelligence, INM can provide its advertisers with a brand safe environment while offering clients innovative context-based opportunities to expand their reach,” says Addy Cutts, Director of Publisher Development, Oracle Data Cloud.