Oracle acquires advert measurement firm Moat

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Oracle simply introduced that it has acquired advert measurement firm Moat.

Based in 2010, Moat helps advertisers and publishers measure whether or not folks see and work together with on-line advertisements. The necessity to create what CEO Jonah Goodhart has referred to as “the currency for digital advertising” appears more and more necessary given advertiser considerations round viewability, fraud and belief, and Moat has been working with some massive names, together with Nestle, Procter & Gamble and Unilever on the advertiser facet, in addition to ESPN, Fb and Snapchat on the writer facet.

And whereas Moat raised $50 million simply over a yr in the past, the funding panorama for adtech firms hasn’t been nice, resulting in predictions of extra acquisitions and consolidation. (Moat raised greater than $67 million complete from traders together with SV Angel, Mayfield Fund and Perception Enterprise Companions).

Oracle, in the meantime, has been transferring aggressively into digital promoting and advertising and marketing over the previous few years, with acquisitions like Vitrue and BlueKai.

The corporate says Moat will proceed to function as “an independent platform within Oracle Data Cloud,” with the Moat group becoming a member of Oracle.

“It is with great enthusiasm that we join forces with Oracle Data Cloud,” Goodhart mentioned within the acquisition launch. “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 monetary phrases of the deal weren’t disclosed.

Featured Picture: wellesenterprises/Getty Photographs

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Désiré LeSage

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