[Data Drop] Why keyword blacklists harm the news, measuring what matters from TV to digital, and more

Oracle [Oracle]( [View this message in a Web browser]( [] [Oracle Logo] [Identifier Logo] [Image] [Image] The Data Drop --------------------------------------------------------------- Your Monthly Source for Content from Oracle Data Cloud In this month’s Data Drop, we cover why blacklisting all content that references the coronavirus hurts the news industry and blocks valuable inventory. Plus: - Tips on how to measure ad performance beyond verification - Debunking misconceptions about mobile in-game advertising - How to optimize your measurement strategy from TV to digital ?elq_mid=164064&sh=070918080709261425261523041813102425333532&cmid=DCMK180501P00064C0001&elqTrack=true[Image]( Why keyword blacklisting stifles valuable news ad inventory Consumption of news content and time spent on those sites has skyrocketed over the last few months, but that hasn’t translated to increased ad revenue for news publishers. That’s because advertisers who use extensive keyword-based blocking of content referencing the coronavirus are cutting off revenue that funds the vital news industry. These types of simplistic brand safety measures focus on specific words instead of the context in which they appear, which unnecessarily blocks inventory that could be brand safe. Check out our latest blog to read more about how Oracle Data Cloud is supporting a clarion call to the industry to stop aggressive blacklisting. [Read the blog now]( Measuring beyond ad verification: 5 best practices for success Going beyond ad verification puts you on the path to identifying the real business outcomes that your advertising is generating. While the process is different for every brand, there are general best practices every advertiser should follow—such as being wary of high IVT rates and measuring every impression. We cover all five best practices in an in-depth post that’s essential reading for marketers who want to set up their campaigns for success. [Learn the best practices]( Measuring beyond ad verification: a customer story Once you’re done reading about the five best practices, see how other brands are adopting the beyond ad verification mindset. Our latest customer story explores how Etisalat, a leading global telecommunications provider, and their agency Initiative, revamped their digital strategy with Moat by Oracle Data Cloud’s comprehensive dashboard of metrics. With the insights afforded through measuring beyond verification, they saw the following results: - Display in-view rate increased by 11% - Video effective viewable CPM reduced by 40% - Active Page Dwell Time increased 18% [Find out how they did it]( [Image]( Busting common myths behind mobile in-game advertising In the US alone, more than 209 million people played mobile games in 2019, highlighting a primed and receptive market for brands to connect with consumers. Although smartphone usage is soaring, with more people at home looking for online entertainment, there are common misconceptions about in-game advertising that can leave brands wary. Here are four, and why they’re wrong: 1. It’s intrusive to the user experience. There’s a clear value exchange for gamers to engage with ads in order to access rewards or acquire more free play. 2. Gaming environments are not brand safe. Mobile app games, especially those that are free to play, are relatively brand safe and less likely to be user generated. 3. Gaming caters to a niche market. Stereotypes aside, statistics show that mobile gamers are increasingly female and run the gambit on age. 4. You can’t measure success. There are various ways to measure your campaign’s success through integrations with 3rd party tools to help you detect and avoid fraud. [Read the full blog]( [Image]( Achieving true cross-channel measurement from TV to digital As the advertising landscape grows more complex, marketers face a dilemma: How can you gain an accurate, universal view of the customer across channels? Here’s what to consider as you optimize your measurement strategy from TV to digital: - Make sure your ads are valid and viewable, and tied to relevant households and people - Compare ad spend by channel to reach more of your target audience - Evaluate TV partners to maximize ROI and ensure deduplication - Calculate frequency across your entire portfolio to avoid over saturation Find out how you can achieve true cross-channel clarity with Moat Reach, a new offering from Moat by Oracle Data Cloud. [Learn more]( The Roundup - The holy grail of campaign measurement is people-based analysis across all channels. Here are [5 tips]( to help you attain a universal view of your customer. - Learn about invalid traffic (IVT) detection, brand safety, attention analytics, and more in our [Digital While Distancing webinar series.]( - How are your ads performing against the industry? 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