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As Reddit continues to build its ad offerings, and refine its platform to maximize advertiser appeal, another key element is assurance, and providing marketers with data they need to understand the performance of their on-platform ad efforts.
Today, Reddit has announced a new integration with Moat by Oracle Data Cloud, which will provide third party verification on Reddit ad views, moving the platform more in line with evolving industry standards.
As explained by Reddit: Our latest integration with Moat will now bring more third-party clarity and precision around Reddit ad viewability. It aims to deliver more comprehensive and meaningful campaign performance metrics to ensure our brand partners understand the impact of their advertising in order to maximize awareness, reach, and overall effectiveness on Reddit.
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Based on an estimated average cost of $20 to deliver a thousand consumer impressions in connected TV viewing, the swindlers likely stole $14.5 million over the last four months, according to Derek Wise, chief product officer of Oracle Data Cloud. The scam, which was first uncovered by Oracle over the summer before the fraudsters accelerated their operation in September by faking more devices and apps, is still ongoing, the company said.
Ad fraud is more commonly associated with web video and display advertising, but bad actors are following the money as marketers shift money into streaming TV.
Although still only a fraction of the $60 to $70 billion spent on traditional TV in the U.S. every year, ad spending on internet-connected TV sets, where most of streaming TV happens, will reach almost $8 billion in the U.S. this year and likely total $15.6 billion in 2023, according to research firm eMarketer.
Reddit Details Moat by Oracle Data Cloud Integration
It marks the platform’s first viewability measurement collaboration
Independent, third-party reporting by Moat will be added to Reddit’s dashboard,
Moat by Oracle Data Cloud December 16, 2020
Reddit entered into its first viewability measurement collaboration with its integration of Moat by Oracle Data Cloud, which will provide third-party verification on the platform’s ad views.
Reddit doubles down on ad verification with Oracle deal
Reddit has partnered with Moat by Oracle Data Cloud to provide third party verification on ad views in the social news aggregators first viewability measurement collaboration.
The integration provides independent verification of the viewability and reach of adverts carried on Reddit.
Why is this important?
Reddit is reaching out to third parties to verify ad views as its advertiser and user base continues to grow, reaching 52m daily active users at the last count - a 44% increase on the year before.
Moat by Oracle Data Cloud is Reddit s first port of call, serving as an additional independent voice on viewability and reach.
OpenSlate Welcomes Andrew Smith As Chief Product Officer
Industry veteran brings years of integrated advertising and marketing experience to new role
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NEW YORK, Dec. 15, 2020 /PRNewswire/ OpenSlate, the leading independent provider of video content ratings across the world s largest digital platforms, today announced new executive leadership. Andrew Smith joins OpenSlate as Chief Product Officer and brings over 25 years of media and ad tech experience to the company. Smith will be responsible for OpenSlate s product vision and strategy.
Smith has spent the best part of the last decade focused on contextual advertising, and led new applications of the technology across publishing, distribution, and video as SVP Advertising Product at VICE Media and Grapeshot s SVP Product Strategy. Grapeshot was acquired by Oracle in 2018, where Andrew oversaw product marketing for Grapeshot, Moat, Datalogix and other products within the