Global ad-tech company Criteo has announced an integration with Oracle Data Cloud, to strengthen its existing brand offering.
Criteo’s AI Engine, a predictive bidding tool, is now integrated with Oracle’s solution to provide real-time content review and classification pre-bid to clients across suitable brand categories.
According to Criteo, brand safety continues to gain prominence with advertisers and marketers, who it claimed were “concerned by the rise of sensitive news topics” and “misinformation”.
According to a recent Interactive Advertising Bureau (IAB) study, over 77 per cent of industry professionals surveyed cited brand safety as a key priority in 2020.
Criteo said it was responding to these industry needs through its integration with Oracle to deliver greater brand protection to marketers while continuing to provide scale and performance.
Colin Barnard, commercial director, Criteo Australia and New Zealand, said: “Consumers demand transparency and accountability from their advertising experiences.
“At Criteo, we pride ourselves as an industry-leading platform that enables advertisers to deliver consent-based, personalised advertising without relying on third-party cookies.
“Our integration with Oracle Data Cloud, the leader in contextual intelligence, brings semantic detection power pre-bid to our global brand safety offering so we can better serve our clients.”
Chris Stark, senior director, product management, Oracle Data Cloud added: “We’re pleased to work with Criteo to provide industry professionals with the right technology solution to address ongoing and fast evolving brand safety concerns.
“Together, our goal is to give advertisers more control of their ad placements and shift the growing conversation surrounding brand safety to focus on long-term brand suitability.”
The announcement marks Criteo’s execution on its full-funnel vision and continued diversification beyond retargeting.
In Australia, the company has launched a range of new products, platforms and programs over the last 18 months, including a self-service platform and Criteo Partners, a global partnership program that helps grow its channel partners’ customers.
The brand safety integration is currently available to all Australian and New Zealand clients at no additional cost.