GIPHY is big business; it's not just for spicing up Slack chat or locating an appropriate reaction to email your colleagues. GIPHY has over 500 million daily active users, serves over seven billion GIFs per day and visitors watch over 11 million hours of GIF content every day.
In February this year, GIPHY announced it is exploring an advertising scheme, and with great data comes a need for great analytics.
Specifically, Oracle Moat - Oracle's brand intelligence and analytics platform - will be used to validate advertisers' branded content has been seen by actual users. The integration also extends the range of Moat's measurement solutions to include GIPHY's marketing innovations.
“GIPHY’s platform enables brands to be at the centre of cultural moments,” said Alexis Berger, vice president of revenue for GIPHY. “With the Moat integration, brands now also have the added layer of confidence that the media that GIPHY delivers is viewable, verifiable, and reaching real GIPHY users. Moat is an industry leader in verification, and this collaboration is a significant step forward in building out our branded content platform—GIPHY for Marketers—to meet the growing needs of the market.”
Moat helps top advertisers and publishers measure and drive attention across trillions of ad impressions and content views so they can avoid invalid traffic, improve viewability, and better protect their media spend.