Tech behemoth Oracle has acquired advertising firm Moat. The company made an announcement to that effect today stating that it had arrived at an agreement to acquire Moat. The latter will be joining the Oracle Data Cloud, and will help it with its job of “leveraging data and analytics to enhance media for leading marketers and publishers.”
Founded in 2010, Mat is an adtech company. The company helps advertisers and publishers receive concrete data regarding their ads. it also helps them decide their content and advertising strategy by giving them a solid base of numbers.
The company has raised in excess of $67 million till date, however, amid a slowing funding landscape for adtech, it seems to have decided that throwing its lot in with a larger firm would be the best. The financial terms of the deal however, were not disclosed.
Speaking on the topic, Eric Roza, SVP and GM of Oracle Data Cloud said:
I am thrilled to welcome CEO Jonah Goodhart and the entire Moat team to Oracle Data Cloud. 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.
Under the terms of the deal, Moat will remain an independent platform within Oracle Data Cloud. The company will help Oracle by providing it with measurement, analytics, and intelligence, which will then be leveraged by oracle on behalf of companies like Nestle, Procter & Gamble, and Unilever, and leading publishers such as ESPN, Facebook, NBCUniversal, Snapchat, and YouTube.
Commenting on joining Oracle, Jonah Goodhart, CEO and Co-Founder of Moat added:
It is with great enthusiasm that we join forces with Oracle Data Cloud. 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
