Continuing its trend of acquiring adtech companies, Oracle Data Cloud announced that it has acquired ad measurement firm Moat.
Moat’s raison d’etre is to help advertisers and publishers measure whether people see and interact with online ads across platforms like ESPN, Facebook, YouTube, NBCUniversal, and Snapchat. Oracle uses data and analytics to enhance media for leading marketers and publishers.
“I am thrilled to welcome CEO Jonah Goodhart and the entire Moat team to Oracle Data Cloud,” Eric Roza, Senior Vice President and General Manager of Oracle Data Cloud, said in a statement. “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.”
Moat will remain an independent platform within Oracle Data Cloud, according to a Q&A from Oracle. Businesses will still be able to purchase Moat products and services, and Oracle is committed to keeping Moat an open measurement and analytics platform.
Moat, founded in 2010, has worked with some big names including advertisers Nestle, Procter & Gamble, and Unilever. While it did raise $50 million in 2016, the funding prospects for adtech companies are looking slim, leading to speculation that there will be more mergers and acquisitions in the field.
Oracle has made other marketing-technology acquisitions in recent years. The company bought ad-targeting data firm DataLogix and data management software company BlueKai in 2014. Other companies it has acquired include Eloqua, Compendium, and Responsys.
“It is with great enthusiasm that we join forces with Oracle Data Cloud,” Goodhart said. “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.”
The financial terms of the acquisition were not disclosed.
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