GIF search engine Giphy is partnering with Oracle Data Cloud’s Moat to measure ad delivery, viewability and invalid traffic of branded gifs. Moat will not be able to measure Giphy’s messaging app integrations.

According to vice president of revenue at Giphy, Alexis Berger, the partnership is expected to draw more advertisers to the company’s branded content studio.

“Giphy’s platform enables brands to be at the center of cultural moments,” 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.”

Why we should care. Giphy’s integration with Moat will enable advertisers to validate that branded content on Giphy was seen by actual viewers, while also building on to the capabilities that Moat currently offers marketers.

By adding the value of measurement behind gifs, marketers can anticipate an uptick in demand for branded gifs – and hope to drive more engagement.

More on the news. Moat will measure branded GIFs across desktop, in-app, and mobile web environments, but the company said it will not be able to provide measurement for Giphy’s messaging app integrations at this time.