Oracle has acquired digital ad measurement company Moat in its bid to create the world’s most comprehensive cloud platform for marketing data and analytics. Moat, founded in 2010, helps publishers and advertisers measure the amount of traffic and interaction through their ad or content.
Moat is undoubtedly one the fastest growing companies in the field and has big names like ESPN, Nestle and Facebook for clients. Moat will be joining the Oracle Cloud Data team, a team specializing in enhancing their clients’ media using machine learning and analytics. While they come under its umbrella, they will work with the same level of independence they were operating before the acquisition.
“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,” said Eric Roza, senior vice president and general manager of Oracle Data Cloud, in a statement.
What this Moat acquisition means is that Oracle data cloud’s audience targeting and measurement solutions will be strongly complimented with Moat’s expertise in measurement in providing actionable insights.
Oracle is still reviewing Moat’s product roadmap to instruct its users and customers on the future of its updates and launches. “Oracle is currently reviewing the existing Moat product roadmap and will be providing guidance to customers in accordance with Oracle’s standard product communication policies. Any resulting features and timing of release of such features as determined by Oracle’s review of Moat’s product roadmap are at the sole discretion of Oracle,” read a note by Oracle.
Oracle has been slowly shifting its focus towards ad solutions business since the last few years. Especially since the last two years, it has been notably aggressive acquiring firms like Virtue and BlueKai. The combination of Moat and Oracle will help connect data to consumer attention for better ad experiences and business outcomes.
“I am thrilled to welcome CEO Jonah Goodhart and the entire Moat team to Oracle Data Cloud,” said Eric Roza, SVP and GM of Oracle Data Cloud. “Moat has grown its attention analytics business by over 100% in the past year, providing actionable insights around viewability, brand safety, non-human traffic, and ad creative to over 600 publisher, brand and agency clients. 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.”
Although there are a few speculations of the financial terms of this deal, with Recode reporting a buyout of $850 Million, the companies are yet to announce anything officially.