Websites using Grapeshot

Okay, let s dive into Grapeshot, a company that has a fascinating history and a place in the advertising technology landscape. Since it was acquired by Oracle, information about it is often intertwined with Oracle s broader offerings. Here s a breakdown covering your requested areas:

Overview of Grapeshot

• What is it? Grapeshot was a technology company specializing in contextual intelligence for digital advertising. In simpler terms, it developed technology that analyzes the content of web pages, videos, and other digital media to understand what the content is about. This allowed advertisers to target their ads to users based on the context of the content they were viewing, rather than relying solely on user-based data (like cookies).
• Key Functionality:
  • Contextual Targeting: This was Grapeshot s core strength. Its technology could understand the topics, themes, and keywords within content, enabling advertisers to place ads next to relevant material.
  • Brand Safety: By understanding the context of pages, Grapeshot helped brands avoid placing their ads alongside inappropriate or harmful content, protecting their reputation.
  • Keyword Targeting and Blocking: Grapeshot allowed advertisers to target based on specific keywords or block their ads from appearing on pages with certain negative keywords.
  • Pre-bid Contextual Analysis: It offered real-time analysis of the content being shown, enabling advertisers to make informed bidding decisions before an ad is displayed.
• Acquisition: Oracle acquired Grapeshot in 2018 and has integrated its contextual intelligence technology into the Oracle Advertising Data Cloud.

Revenue (Grapeshot - Before Oracle Acquisition)

• Grapeshot was a privately held company before the acquisition. As such, its specific revenue figures were not publicly released.
• However, it was known as a fast-growing company in the ad-tech space and had raised significant venture capital before the Oracle acquisition. The acquisition for a rumored $300-400 million (unconfirmed) gives an indication of its perceived market value.

Current Revenue (Post-Acquisition):

• Since becoming part of Oracle Advertising, Grapeshot s individual revenue is no longer reported separately. It s integrated into Oracle s overall revenue figures for its advertising and data business.
• Oracle Advertising s revenue is part of Oracle s broader tech offerings and can be found in their quarterly financial reports but does not break down revenue by product or previous individual company.

Alternatives to Grapeshot

The market for contextual targeting has grown significantly since Grapeshot s acquisition. Here are some notable alternatives:

• IAS (Integral Ad Science): A major player in ad verification and brand safety. They offer contextual targeting solutions alongside their core verification services.
• DoubleVerify: Another leader in ad verification and brand safety with robust contextual targeting capabilities.
• Peer39: Specializes in contextual data and offers targeting solutions based on page content analysis.
• GumGum: Utilizes AI and natural language processing for deep contextual analysis, including the ability to understand images and videos.
• AdmantX: Focuses on semantic contextual analysis, using natural language understanding to extract meaning from content.
• Google Ads (Contextual Targeting): Google also offers its own contextual targeting capabilities within the Google Ads platform, leveraging its knowledge of websites and content.
• Amazon Advertising (Contextual Targeting): Amazon Ads now also offers contextual targeting on their own websites and across the web.
• Teads Contextual Targeting: Teads offers a contextual advertising solution integrated into their video ad platform.
• Comscore Contextual: Leverages Comscore s vast audience data and contextual insights for targeted campaigns.

Key Differences Between Alternatives:

• Scope: Some, like IAS and DoubleVerify, are more focused on broader verification while offering contextual on the side. Others, like Peer39 and GumGum, specialize in contextual.
• Technology: Different approaches include natural language processing (NLP), machine learning, and keyword matching.
• Coverage: Some have deeper reach on particular platforms or formats (e.g., video).
• Data: Some rely more on third-party data while others emphasize first-party data.
• Integration: Different platforms have varying levels of integration with DSPs (Demand Side Platforms) and SSPs (Supply Side Platforms).

Pricing

• Grapeshot (Pre-Acquisition): Grapeshot s pricing was based on a variety of factors including: the volume of ad impressions, data needs, type of campaign (i.e. contextual targeting vs brand safety) and custom solutions. It was typically priced as a CPM (cost-per-mille) or monthly fee.
• Oracle Advertising Data Cloud (Post-Acquisition): Pricing for Oracle s advertising solutions, which now includes Grapeshot s technology, is typically structured around:
  • Data usage: Cost may vary depending on the amount of data used for contextual targeting.
  • Platform access: Fees may be involved for accessing Oracle s advertising platform and features.
  • Managed services: Options for support and service add to the cost.
  • Contractual agreements: Pricing is often determined through custom contracts and is not publicly available.
• Alternatives: Each of the alternative platforms has its own unique pricing models. They can vary from CPM based, data-volume-based, to flat rate licensing. Many will provide custom quotes based on each advertisers needs.

Customer Care Details

• Grapeshot (Pre-Acquisition): Grapeshot offered customer support and technical help to its clients via:
  • Dedicated account managers to assist with campaign setup and optimization.
  • Online documentation and training resources.
  • Technical support via email and phone.
• Oracle Advertising (Post-Acquisition): Customer care for Oracle Advertising is usually provided through:
  • Dedicated Oracle account teams for larger clients.
  • Oracle s standard support channels (phone, email, support portals).
  • Oracle documentation, online tutorials, and community forums.

Key Takeaways:

• Grapeshot was a pioneer in contextual intelligence, significantly impacting digital advertising with its technology.
• Now part of Oracle Advertising Data Cloud, Grapeshot s technology contributes to Oracle s contextual targeting and brand safety offerings.
• The contextual advertising landscape has become competitive, with numerous alternatives offering diverse approaches and capabilities.
• Pricing and customer support are best obtained through direct contact with Oracle Advertising or the alternative platforms you are exploring.

To get specific pricing or details on customer care:

• Contact Oracle Sales directly if interested in its advertising data products.
• Contact sales teams of specific alternative companies you are considering for quotes.
• Engage with the sales teams of various ad-tech providers to get the best fit for your needs.

Let me know if you have any more specific questions!