Oracle to acquire Moat to boost mobile and digital advertising analytics and data

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Oracle, the multinational computer technology corporation is going to acquire digital measurement firm Moat. As part of the agreement, Moat will become part of Oracle’s Data Cloud, which focuses on analytics and data, and will be led by Moat founder Jonah Goodhart.

Oracle hopes that the move can merge consumer attention data to improve media experiences and essentially boost outcomes for marketers and businesses.

Founded in 2007, Moat provides analytics, intelligence and measurement tools and has worked with brands and publishers including Nestle, Procter & Gamble, Unilever, ESPN, Facebook, NBCUniversal, Snapchat, and YouTube. Goodhart says:

“When Oracle approached us about working together, we began to see the huge potential to jointly drive innovation. At our core, we believe there is an opportunity to fundamentally improve marketing and storytelling by brands and publishers through better data and analytics.”

Oracle is likely to pay more than $850 million for Moat, according to a person familiar with the matter. The company is currently assessing Moat’s product portfolio and will issue further guidance shortly.

Moat has been an important player for ad buyers to screen the effectiveness of their mobile and digital campaigns.

Eric Roza, SVP and GM of Oracle Data Cloud explains:

“Moat has grown its attention analytics business by over 100 per cent 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.”