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Giphy has partnered with Oracle Data Cloud's Moat to measure ad delivery, viewability and invalid traffic of branded gifs.

Alexis Berger, vice-president of revenue at Giphy, said the integration will hopefully draw more advertisers to its branded content studio.

“Giphy's platform enables brands to be at the center of cultural moments,” said Berger. “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... to meet the growing needs of the market.”

Berger said Giphy has always been measuring first-party views and engagement of its content, but now as "we look to grow our branded content platform in collaboration with the world's leading markets," the company has partnered with a third-party to validate delivery.

Moat will be measuring branded gifs across desktop, mobile web and in-app. Giphy is also integrated into messaging services, but Moat won't be able to measure branded gifs within those environments. 

Measurement is top-of-mind in today's ever-fragmenting media landscape. The Media Ratings Council recently released it's cross-platform measurement standard in response to the uptick in connected devices.

Tubular Labs also unveiled its social video measurement tool, partnering with publishers to standardize reach and engagement across social media platforms.