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Oracle adds attention analytics to its data cloud with Moat buy

21 April 2017, 02:08 | Winifred Adams

Oracle adds attention analytics to its data cloud with Moat buy

Oracle Data Cloud Adds More Muscle to Brand Safety and Viewability with Moat's Acquisition

The new addition to Oracle Data Cloud empowers marketers with trusted measurement, analytics, and intelligence.

Oracle announced that it has signed an agreement to acquire Moat, a digital measurement cloud company.

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

Oracle is boosting its media and advertising measurement capabilities with the acquisition of Moat, a digital measurement firm. Oracle hopes Moat will complement its platform, already used by brands such as Nestle, Proctor & Gamble and Unilever.

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

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

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. The acquired firm will join with Oracle Data Cloud that now uses data and analytics to improve media for leading publishers and marketers. The financial terms of the deal however, were not disclosed. He continued, "With the Moat acquisition, Oracle Data Cloud now offers brands and publishers a full suite of targeting and measurement solutions to improve the outcome of virtually every type of digital advertising campaign".

"At our core, we believe there is an opportunity to fundamentally improve marketing and storytelling by brands and publishers through better data and analytics", Goodhart says.

Oracle is now reviewing the existing Moat product roadmap and will be providing guidance to its existing customers with any resulting feature launches to be determined by Oracle's review of Moat's product roadmap.

Coming into the acquisition, Moat had raised $67.5 million over four rounds from investors including Advancit Capital, AFSquare, Bowery Capital, First Round, Founder Collective, Founders Fund, Insight Venture Partners, Lerer Hippeau Ventures, Mayfield Fund, MHS Capital, SoftBank Capital and SV Angel.



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