Mediahuis, publisher of titles like the Irish Independent, Sunday Independent, the Belfast Telegraph and Independent.ie has partnered with Oracle Advertising to roll out Oracle Contextual Intelligence, part of the Oracle Advertising & Customer Experience suite of products.
According to the company, Oracle Contextual Intelligence provides pre-bid contextual advertising and brand safety solutions to advertisers, publishers, and platforms. The technology crawls and categorizes desktop and mobile webpages, matching them to contextual segments for use in digital advertising campaigns for both targeting and brand safety.
Using Oracle Contextual Intelligence allows advanced targeting of Mediahuis audiences through the building of sentiment-led segments and contextual targeting. The proposition is further enhanced by behavioural targeting in partnership with Piano DMP, says Brian Sheehan, head of digital strategy & innovation, Mediahuis.
“Over the past 12 months we have focused on delivering the highest quality data insights and sophisticated targeting capabilities to the Irish market. Working with Oracle Advertising to introduce segments based off sentiment not only strengthens our cutting-edge targeting capabilities, but also adds another layer of protection to our steadfast brand safety process. This helps ensure that our advertisers have the comfort of knowing that their campaigns are seen in a premium, brand safe environment,” he says.
“It’s important to us to provide the best targeting capabilities in the market and to be the first publisher in Ireland to offer Oracle’s sentiment segments helps us achieve this. We’ve worked with Oracle for a number of years now and their products have helped us evolve our sophisticated targeting solutions to continue to meet the needs of our advertisers,” adds Connor Diamond, head of data insights.
According to Chris Stark, vice president, product management for Oracle Advertising:“Mediahuis Ireland recently developed a new targeting strategy using Oracle Advertising’s new sentiment segments. This new form of contextual alignment, based on the tone of the articles and the feelings that the articles inspire to the readers, will grant Mediahuis Ireland the ability to help brands and agencies place their messaging in front of the most receptive buyers.
We are extremely glad to have the opportunity to add this important milestone to our long-lasting collaboration with Mediahuis Ireland, who were the first publisher to activate the solution within the Irish Market. This is a very important step in the path towards intelligent targeting and we are looking forward to the promising results that this product adoption will bring,” he adds.