Video Transcript: Top Contextual Advertising Agency Data Companies
Welcome to episode number 78 of The Great Reset. My name is Robert Brill and I'm the CEO of BrillMedia.co. We're an advertising firm that helps companies drive sales and leads with the best paid media, data, and targeting available in the marketplace.
And in this video series we're talking about the tools and capabilities that we deploy to run advertising for our clients. We're here five days a week talking about marketing and advertising for senior marketing executives, entrepreneurs, and everyone who's looking for a leg up to grow their business. On today's episode we'll continue to look at some of the companies in the contextual data marketplace.
We'll start with Moat. Moat was acquired by Oracle in 2017. So when we say Moat we're really talking about one of Oracle's subsidiaries.
This company grew on the premise that it will help advertisers understand ad viewability. Is an ad impression in view? Moat uses code across the web, helps advertisers measure when the ads are in view.
Their tools help brands understand how many hours of paid media video has been consumed by consumers. So right if you're running millions of video ad impressions and each ad impression is a 30 second view, how many minutes or hours are consumers actually watching in a day, week, or month of your cumulative video ads? That number can be very valuable for an advertiser.
Especially if your advertiser is video driven like a movie studio who wants to communicate their value proposition through a trailer or a 30 second spot of a condensed trailer. They also look at, so Moat also looks at the number of engagement interactions that are happening as a result of an ad. And they help ad buyers understand how to optimize based on these metrics.
And what you'll notice is that while different contextual data companies started with independent sort of feature sets, what you'll notice is that they start to kind of aggregate into the same types of feature sets. So in yesterday's video we talked about Double Verify and Integral Ad Sciences. Double Verify started out as brand safety mode started out as in-view delivery, but a lot of them end up kind of doing a lot of the same things, although there are definitely nuances between each of these companies.
One of my favorite companies in the space is Grapeshot. This is another company that was acquired by Oracle. And as you can see, Oracle, a really storied data company, is going heavily into the digital marketing landscape.
So they were acquired by Oracle in 2018. Grapeshot is a great technology like Double Verify and Integral Ad Sciences. It helps advertisers target ads to users based on context.
What I particularly like about Grapeshot is their self-service tool, which lets users create custom targeted segments that have been pushed out into our demand site platform. It's very turnkey. And what I like about this tool also is that when you input URLs, or I'm sorry, keywords, you get a list of sample URLs that the keywords are picking up.
Next is Peer39. Peer39 is yet another viable contextual data targeting company. They have a great tool that allows advertisers to target ads by keywords and on individual URLs.
Like Grapeshot, simply define your targeting parameters, push into your demand site platform, and your campaign is running. The company was independent. Then it was rolled up into Seismic, which recently went bankrupt about a year ago.
And now Peer39 is owned by private equity firm O3 Industries. So as you can see, contextual targeting companies start to offer similar types of tools. When we look at the measurement and efficacy of these ads, we're interested in how easily these ads are deployed.
The tools and the bells and whistles are deployed from these different technologies, whether or not they're integrated into our demand site platforms. And ultimately, do they perform as bill? Do they do what they say they're doing in our ad campaigns?
Thanks for watching this episode of The Great Lease.
