Oracle collaborates with the Global Disinformation Index to help safeguard ad spend

August 4, 2021 | 2 minute read
Derek Wise
Chief Product Officer, Oracle Data Cloud
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The proliferation of disinformation online has forced the adtech industry to rethink its approach to brand safety as marketers call for more transparency and control over where their ads are placed. Due to the complexity of the adtech ecosystem, brands have increasingly struggled to keep track of their ad placements.

With many players along the advertising supply chain, brands can end up inadvertently advertising on—and in turn, funding—websites with disinformation, or news designed to mislead readers. In fact, it’s estimated that more than a quarter billion dollars is paid to disinformation sites on behalf of well-known brands each year.

Brand safety assessment

To prevent placements on disinformation sites, brands require a proactive, always-on brand safety approach that helps marketers identify suitable environments while avoiding brand-damaging ones. Today, we’re proud to announce a collaboration with The Global Disinformation Index (GDI), an independent non-profit that provides trusted, non-partisan ratings to assess a site’s disinformation risk, to help marketers safeguard ad spend and protect brands from inadvertently supporting disinformation sites.

Offering an additional layer of brand protection to marketers, GDI’s risk rating analysis powers a new Oracle Contextual Intelligence safety segment for potentially false information. Marketers can opt in to use the segment to block the domains categorized as high-risk for disinformation and avoid targeting these sites for ads moving forward.

Available since June, marketers currently using Oracle’s pre-bid brand safety solutions automatically have access to this new segment. Using Oracle Moat Measurement, marketers can also understand, measure and optimize campaigns based on this new segment to help ensure an end-to-end brand safety strategy. With increased visibility, marketers can now make more informed decisions about where ads are served, protect brand reputation, and execute campaigns with confidence.

About GDI

GDI combines advanced machine learning technology with community-driven, standardized risk rating methodologies to provide transparent, independent, neutral, and scalable disinformation risk ratings of online publishers around the world. Learn more about GDI's methodology

Join our webinar: Protecting your brand from online disinformation

On Thursday, August 12, at 3 p.m. ET, Oracle and GDI will participate in an Association of National Advertisers (ANA) webinar on “Protecting Your Brand From Online Disinformation Through Contextual Intelligence.” To learn more about Oracle and GDI’s efforts, please register here.

To update your brand safety preferences today, please contact your customer representative.

Interested in working with Oracle Moat? Schedule a demo today.

Derek Wise

Chief Product Officer, Oracle Data Cloud

Derek is Vice President of Product at Oracle Data Cloud where he leads product management for context solutions. He is a technologist at heart with a passion for people and process management. Prior to this role, Derek was the Chief Technology Officer of Grapeshot, acquired by Oracle Data Cloud in 2018. His background includes more than 10 years of operating infrastructure as a service (IaaS) offerings at various companies, including GNi, which he founded.
Derek’s extensive experience also includes building software teams in the areas of artificial intelligence in pharmaceutical research, online games, and open API platforms. His background in the U.S. Marines gave him insights into a wide range of communications security practice. Derek has a strong interest in Agile and product development processes that put the customer at the center of design.


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