The Media Rating Council (MRC) has accredited Oracle’s Contextual Intelligence for Property-Level Ad Verification under the MRC and Interactive Advertising Bureau (IAB) Guidelines for the Conduct of Ad Verification.
Developed via technology from its Grapeshot acquisition, Contextual Intelligence’s accredited database offers property-level categorization and can be used by marketers and agencies to avoid unsafe and brand inappropriate content, based not simply on keywords but also on the context in which they appear. To earn its MRC accreditation, Oracle Data Cloud completed a comprehensive audit and review of its technologies, systems and processes to ensure they met the Ad Verification Guideline’s requirements, as well as MRC’s rigorous standards.
“Contextual Intelligence gives marketers peace of mind by using advanced technology to help prevent their ads from appearing on properties with dangerous or inappropriate content,” said Kurt Kratchman, group VP for product development, Oracle Data Cloud. “This MRC accreditation demonstrates the significant steps taken by the Oracle Data Cloud team to provide marketers and advertisers with the insight they need around their ad campaigns to help ensure their brands are protected and their resources are well invested.”
According to Oracle, contextual Intelligence improves marketing outcomes by helping ensure ads only appear on properties with brand safe and contextually appropriate content. Using adaptive machine learning algorithms, the technology assesses relative keyword importance on pages, so advertisers can avoid negative content and keywords, as well as placing their ads in more brand relevant contexts, all without using cookies or audience profiles. The MRC accreditation for Property-Level Ad verification provides advertisers and marketers requiring this verification with a tool to support and enhance their brand safety initiatives.
Additional information about MRC can be found at www.mediaratingcouncil.org.