April 24, 2017

Oracle has acquired ad measurement firm Moat

21 April 2017, 01:57 | Rodolfo Wallace

Oracle Acquires Moat

Oracle Buys Digital Ad Analyst Moat

The agreement is the latest entrant in the list of recent marketing technology-related acquisitions the tech giant has made over the recent years, including the acquisition of data management software company BlueKai and ad-targeting data firm DataLogix in 2014.

Moat will become part of the Oracle Data Cloud, but will remain an independent platform providing marketers and publishers measurement, analytics and intelligence for clients including Nestle, Procter & Gamble, Unilever, ESPN, Facebook, NBCUniversal, Snapchat, and YouTube.

Moat's platform tracks browsing and viewing habits on desktop and mobile devices, and even connected TVs.

Founded in 2010, Moat helps advertisers and publishers measure whether people see and interact with online ads.

Convincing advertisers that they're getting what they're paying for is a big problem for publishers.

Oracle has inked a deal to acquire digital measurement and ad verification company Moat.

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The deal with Oracle is the second big sale for the company's founders, Noah Goodhart, Jonah Goodhart and Michael Walrath: Back in 2007 they sold their previous start-up, Right Media, to Yahoo.

Moat will become a subsidiary of Oracle, operating within the auspices of its Oracle Cloud Data division, although the company was careful to mention that the acquired company will continue to operate independently.

(Moat raised more than $67 million total from investors including SV Angel, Mayfield Fund and Insight Venture Partners). In a statement, Oracle said Moats enterprise client base and attention analytics and intelligence suite will complement Oracle Data Clouds audience targeting and measurement solutions.

"Like the Adobe/Tubemogul transaction, the Oracle/Moat transaction is another example of convergence between marketing technology and advertising technology stacks", says Tod Loofbourrow, CEO, ViralGains (pictured left).

Jonah Goodhart, Moat's chief executive officer and co-founder, added: "When Oracle approached us about working together, we began to see the huge potential to jointly drive innovation".

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