• Integration helps agencies and brands avoid unsafe content while delivering contextual advertising on environments with relevant content

Oracle Data Cloud today announced a new integration with Active Agent, a multichannel demand-side platform (DSP) that will leverage Oracle’s Contextual Intelligence solution. The integration is part of Active Agent’s technology initiative to help meet the increasing demand for identifying the right advertising environments for a brand during the current COVID-19 pandemic. With its contextual targeting and predictive insights, Oracle’s leading brand safety tool helps German marketers to strengthen the brand compliance of advertising environments and contextual advertising. It also allows Active Agent users to identify and target customers based on their environments, not their profiles.

Contextual Intelligence is a cookie-free technology that improves marketing results by ensuring that ads are only displayed in brand-compliant ad spaces with appropriate contextual content. Using adaptive machine learning, the technology assesses the relative importance of keywords on web pages so that advertisers can avoid negative content and keywords. The technology can also be used to place ads in more appropriate contexts for brands, without the use of cookies or user profiles.

“Advertisers are increasingly turning to contextual solutions to find the right audience at the right time, based on the content around each ad rather than the profiles of the people viewing them,” said Mark Ashworth, Vice President and General Manager International Oracle Data Cloud. “Every brand has a unique profile, which is why our contextual intelligence tools are designed to enable any advertiser to build a distinctive brand solution that leverages their brand’s strengths and reduces its weaknesses.”

“Advertisers in Germany know that running an ad can be both a risk and an opportunity,” says Daniel Dagehus, Chief Product Officer Active Agent. “If an ad appears in the context of inappropriate or unsafe content, it can permanently damage the brand – especially in these times when advertising is a very sensitive topic. On the other hand, appropriate and brand-relevant content can reinforce brand messages and lead to better results. The integration of the Oracle Data Cloud Contextual Intelligence solution into our leading multichannel DSP further extends the range of high-quality brand safety and targeting solutions we provide to our customers, helping advertisers to find appropriate, brand-compliant content while avoiding unsafe and inappropriate ad placements.”

About Oracle Data Cloud

Oracle Data Cloud helps advertisers use data to capture consumer attention and improve results. Our audience, context and measurement solutions are used by 199 of AdAge’s 200 largest advertisers and major media platforms, with a global presence in more than 100 countries. We give advertisers the data and tools they need for every stage of the marketing process, from audience planning to pre-bid brand safety, contextual relevance, viewability verification, ad fraud protection and ROI measurement. Oracle Data Cloud brings together the leading technologies and talent from Oracle’s acquisitions of AddThis, BlueKai, Crosswise, Datalogix, Grapeshot and Moat.

About Oracle

Oracle Cloud offers a complete set of integrated applications for sales, service, marketing, human resources, finance, supply chain and manufacturing, as well as a highly automated and secure 2nd generation infrastructure with Oracle Autonomous Database. For more information about Oracle (NYSE: ORCL), please visit us at www.oracle.com.

About Virtual Minds

For over 20 years, Virtual Minds has stood for premium adtech made in Europe. Virtual Minds’ digital and media technology brands – Adition (enterprise marketing platform and ad serving), Active Agent (omnichannel DSP), The Adex (data management platform and cross-device media solutions), Yieldlab (omnichannel SSP) and the Virtual Minds Media Manager (real-time playout of classic linear media inventories) – are among the top European and international solution providers in their respective segments and together form the leading European modular full-stack offering for the digital advertising market.

Virtual Minds’ international customers include major publishing and TV houses and their marketing units, agency groups and numerous top advertisers.

Virtual Minds GmbH is a 100% subsidiary of ProSiebenSat.1 Media SE.