Published: Fri, April 21, 2017
Medicine | By Megan Pierce

Oracle adds attention analytics to its data cloud with Moat buy

Oracle adds attention analytics to its data cloud with Moat buy

The new addition to Oracle Data Cloud empowers marketers with trusted measurement, analytics, and intelligence.

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.

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.

The deal is an indication that the overall value of measurement companies just increased and puts a focus on the value and importance of measurement in the digital ad industry, said Rich Kahn, CEO and founder, eZanga in a second statement provided to Marketing Dive.

The deal with Oracle is the second big sale for the company's founders, Noah Goodhart, Jonah Goodhart and Michael Walrath: Back in 2007 they sold their previous start-up, Right Media, to Yahoo. Financial terms were not disclosed.

The companies have stated that Moat will continue to be an independent platform within Oracle Data Cloud.

The combination of Oracle and Moat will offer publishers and brands a complete suite of measurement solutions, which will help them improve the outcome of their digital advertising campaign. When Oracle approached us about working together, we began to see the huge potential to jointly drive innovation. It has provided actionable insights around brand safety, viewability, ad creative and non-human traffic to more than 600 brands, publishers and agency clients.

At this stage, Oracle maintains that it's still reviewing the existing Moat product roadmap and is not able to provide further details as to what kind of features or capabilities it plans to add to Moat.

"I am thrilled to welcome CEO, Jonah Goodhart, and the entire Moat team to Oracle Data Cloud", said Oracle's SVP and GM of Oracle Data Cloud, Eric Roza.

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