Oracle adds attention analytics to its data cloud with Moat buy

Oracle Will Acquire Moat, Ups Targeting Options

Oracle Will Acquire Moat, Ups Targeting Options

That same month, Oracle closed its $9.3 billion purchase of NetSuite to expand its cloud footprint and total addressable market into smaller companies.

Moat's platform tracks browsing and viewing habits on desktop and mobile devices, and even connected TVs.

"Oracle's Moat acquisition signals that they feel the same".

"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", Oracle Data Cloud senior vice president Eric Roza said. Oracle Data Cloud now delivers its services to the world's largest brands including Nestle, Procter & Gamble, and Unilever, and leading publishers such as ESPN, Facebook, NBCUniversal, Snapchat, and YouTube.

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Convincing advertisers that they're getting what they're paying for is a big problem for publishers. Moat was one of the first companies to join a campaign last May to eliminate fraud in the online advertising business.

Meanwhile, the major competitors of Oracle, including Salesforce and Adobe are continuously leveraging the competition by introducing marketing "clouds" of their own in the data, marketing software, and ad-targeting arena.

MOAT is now an Oracle Company. The deal was signed on April 18, 2017 and its financial terms have not been disclosed. The increasing reliance of organizations worldwide on marketing technology solutions in order to add greater transparency and visibility to their digital advertising efforts prompted Oracle to make this deal. In a statement, Oracle said Moats enterprise client base and attention analytics and intelligence suite will complement Oracle Data Clouds audience targeting and measurement solutions.

"At our core, we believe there is an opportunity to fundamentally improve marketing and storytelling by brands and publishers through better data and analytics", Goodhart says.

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