Oracle announced that it has signed an agreement to acquire Moat, a digital measurement cloud company. Moat will join Oracle Data Cloud, which uses data and analytics to enhance media for leading marketers and publishers. The combination of Oracle and Moat will connect data to consumer attention for better media experiences and business outcomes.
This acquisition makes sense given how much more advertisers and publishers rely on marketing technology companies like Oracle these days to understand their customer data, and work with firms like Moat to bring more transparency to their digital advertising campaigns.
“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). “Marketers want software that helps them manage the entire customer acquisition journey, which includes both marketing and advertising, and vendors are piecing together point solutions to give CMOs the tools they need.”
Moat will remain an independent platform within Oracle Data Cloud, providing measurement, analytics, and intelligence to the world’s largest brands including Nestle, Procter & Gamble, and Unilever, and leading publishers such as ESPN, Facebook, NBCUniversal, Snapchat, and YouTube. 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.
“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 (pictured left). “Moat has grown its attention analytics business by over 100 percent 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.”