More adtech M&A: Oracle to buy Moat

Enterprise software outfit has today April 18) announced it is to buy Moat for an undisclosed fee in the latest high-profile acquisition that will see the adtech measurement outfit added to its Oracle Data Cloud.

Moat will remain an independent platform within Oracle Data Cloud, providing trusted measurement and analytics, as well as audience insights to a host of tier-one brands and publishers such as: ESPN, Facebook, NBCUniversal, Snapchat, and YouTube.

“The combination of Oracle and Moat will connect data to consumer attention for better media experiences and business outcomes,” reads a statement announcing the move. “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.”

Eric Roza, Oracle Data Cloud’s senior vice president and general manager, said: “Moat has grown its attention analytics business by over 100% 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.”

Jonah Goodhart, Moat’s chief executive officer and co-founder, added: “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 currently reviewing the existing Moat product roadmap and will be providing guidance to its existing customers with any resulting feature launches to be determined by Oracle’s review of Moat’s product roadmap.

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Sean Larkin

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