Oracle to buy digital measurement company Moat

Advertisers will be able to watch who is watching their ads

Moat's enterprise client base and industry-leading attention analytics and intelligence suite provide a strong complement to Oracle Data Cloud's audience targeting and measurement solutions. The need to create what CEO Jonah Goodhart has called "the currency for digital advertising" seems increasingly important given advertiser concerns around viewability, fraud and trust, and Moat has been working with some big names, including Nestle, Procter & Gamble and Unilever on the advertiser side, as well as ESPN, Facebook and Snapchat on the publisher side. "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".

Oracle shares closed 0.52 percent higher on Tuesday's regular trading session.

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.

Goodhart said the team from Moat joins Oracle "with enthusiasm".

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Oracle is now reviewing the Moat product roadmap and will soon be providing guidance to customers. According to the official spiel, the combination of Oracle and Moat will connect data to consumer attention for better media experiences and business outcomes. "This also gives Oracle a new way to compete with Adobe Analytics - in fact, it probably outflanks Adobe since Moat does both Web and ad analytics, while Adobe is primarily Web analytics".

Overall, King labelled the deal as complementary to other Oracle marketing/ad services but an incremental improvement, "not a game changer".

Oracle has announced that it is acquiring ad measurement firm Moat for an undisclosed amount as part of its push into the media and marketing sectors.