Oracle Buys Digital Ad Analyst Moat

Oracle Buys Digital Ad Analyst Moat

Oracle, meanwhile, has been moving aggressively into digital advertising and marketing over the past few years, with acquisitions like Vitrue and BlueKai.

The company announced late yesterday that it has agreed to buy digital ad measurement cloud company Moat for an undisclosed sum.

Oracle has hit the acquisitions trail again, purchasing media measurement and verification company, Moat, in order to shore up its position as a data and measurement provider.

"It is with great enthusiasm that we join forces with Oracle Data Cloud", said Jonah Goodhart, CEO and Co-Founder of Moat.

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 manage and track online advertising with a range of tools, starting with a free search engine for display ads through to paid services, including ad measurement, analytics and intelligence.

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 company did not disclose the financial terms to acquire it.

"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).

Meanwhile, the major competitors of Oracle, including Salesforce and Adobe are continuously leveraging the competition by introducing marketing "clouds" of their own in the data, marketing software, and ad-targeting arena. With Moat's acquisition, Oracle Data Cloud will now offer brands and publishers a full suite of targeting and measurement solutions to improve the outcome of virtually every type of digital advertising campaign. It has provided actionable insights around brand safety, viewability, ad creative and non-human traffic to more than 600 brands, publishers and agency clients.

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