Oracle-owned Grapeshot launches a contextual targeting solution for video ads

Contextual intelligence provider Grapeshot, whose purchase by Oracle was announced last month, is now out with a new solution for targeting ads inside video.

Called Video Context, it turns the audio track of video content into text, and then analyzes that text to categorize the content. Then, that categorization is embedded into a video player, so that a video advertiser knows the video content categories before sending a video ad to play inside the content video.

For instance, if a publisher creates a two-minute video about the battery life in electric cars, Video Context analyzes the audio-to-text transcription of that story to automatically categorize it. Then, that categorization is made available to advertisers, who know that they would best deploy an ad about, say, premium tires rather than one about diapers.

[Read the full article on MarTech Today.]

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.