today announced a new integration with GIPHY, the first and largest GIF search engine, enabling Oracle’s Moat to measure ad delivery, viewability, and invalid traffic for short-form branded content across the GIPHY platform. The integration will allow advertisers to validate that branded content on GIPHY was seen by actual users, while extending the range of Moat’s measurement solutions to include GIPHY’s innovative tools for marketing.
“Effective advertising campaigns inspire an emotional reaction, which is why short-form content like GIFs can be such a powerful tool for marketers,” said Dan Fichter, vice president of software engineering for Oracle Data Cloud. “To build confidence in this new channel, marketers need to ensure that their GIPHY campaigns are being seen by real people. By working with GIPHY to measure ad delivery and invalid traffic, Moat gives advertisers the ability to measure their campaign using the same industry-leading metrics used across other major platforms and the open web.”
GIPHY helps advertisers create and distribute entertaining and engaging GIFs, so they can be discovered and shared by users across any major messaging and social platform. Highlighting the power of the platform, GIPHY serves more than 7 billion GIFs per day, seen by more than 500 million daily active users who watch more than 11 million hours of GIFs every day.
“GIPHY’s platform enables brands to be at the center of cultural moments,” said Alexis Berger, vice president of revenue for GIPHY. “With the Moat integration, brands now also have the added layer of confidence that the media that GIPHY delivers is viewable, verifiable, and reaching real GIPHY users. Moat is an industry leader in verification, and this collaboration is a significant step forward in building out our branded content platform—GIPHY for Marketers—to meet the growing needs of the market.”
Moat helps top advertisers and publishers measure and drive attention across trillions of ad impressions and content views, so that they can avoid invalid traffic (IVT), improve viewability, and better protect their media spend.