Oracle has today (24 April) announced its intention to purchase Anglo-American contextual targeting outfit Grapeshot, an announcement it claims will complement its 2017 purchase of Moat.
Financial details of the deal have not been publicly disclosed although financial outfit IQ Capital is understood to have helped broker the deal. A post on the official Oracle site claimed the enterprise software giant has signed an agreement to acquire Grapeshot, and also suggested it will join its Oracle Data Cloud offering.
Oracle’s statement claimed that Grapeshot’s contextual targeting capabilities, which enable brands to avoid bidding on ad impressions in an inappropriate context, will complement its purchase of online measurement outfit Moat (reputedly for in excess of $800m) which took place 12 months ago.
“The acquisition of Grapeshot will dramatically expand Oracle Data Cloud's ability to improve marketing outcomes for our partners worldwide by adding the important dimension of context to Oracle Data Cloud's expertise in audiences and measurement,” read the statement.
A statement related to Oracle’s April 2017 purchase, read: “The combination of Oracle and Moat will connect data to consumer attention for better media experiences and business outcomes.
“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.”