It recently got acquired in to Oracle’s fast-growing ad-tech stack, after majoring on helping advertisers understand the context within web pages. But Grapeshot is not yet done bringing “contextual intelligence” to market.<\/p>\n
The tech company crawls the web, indexing and interrogating pages to identify their inner content, so that it can make that intelligence available to advertisers concerned to buy in brand-safe environments. But the offering won’t stop at web pages.<\/p>\n
“On the roadmap and in beta currently is video context,” says the company’s\u00a0product strategy VP Andrew Smith, in this video interview with Beet.TV.<\/p>\n
“We’re also looking at solutions for in app in other areas where crawlable content is not as easy to access. So we’re looking for those scalable entry points to offer products and video and apps in other areas.”<\/p>\n
Oracle said in April it would acquire<\/a> Grapeshot, having already previously acquired Moat for its brand safety play, calling Grapeshot “a provider of brand safety and pre-bid contextual solutions to over 5,000 of the world’s leading marketers”. The company will align with Oracle’s Data Cloud platform.<\/p>\n