Oracle snaps up digital measurement firm Moat to fill out its marketing cloud


Oracle Corp. Tuesday said it has acquired digital advertising measurement firm Moat Inc. for an undisclosed price.

Recode later reported that Oracle is paying more than $850 million for the company, founded by advertising technology investors and entrepreneurs Jonah and Noah Goodhart and Michael Walrath. The acquisition price would be a huge return on the $67.5 million invested in the company.

Founded in 2010, Moat helps advertisers and publishers manage and track online advertising with a range of tools, starting with a free search engine for display ads through to paid services, including ad measurement, analytics and intelligence. Offered as software-as-a-service, the company serves some of the world’s largest brands, such as Nestle, Procter & Gamble, Unilever, Facebook, Snapchat and YouTube.

“Moat has grown its attention analytics business by over 100 percent 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 Special Vice President and General Manager Eric Roza said in a statement. “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.”

For Oracle, the Moat acquisition builds on previous acquisitions the company has made to boost its Oracle Marketing Cloud offering, ranging from A/B testing firm Maxymiser in August 2015 to media web tracking company AddThis Inc. in January 2016 and consumer tracking firm Crosswise in April 2016.

The buy also suggests Oracle wants to power those placing ads versus being responsible in any way for the advertising itself. A source told AdExchanger that it wasn’t interested in buying a media execution platform like Adobe did with the video demand-side platform TubeMogul and that Oracle is ultimately more interested in an offering that can command large, recurring SaaS fees.

Moat had raised $67.5 million over four rounds from investors including Advancit Capital, AFSquare, Bowery Capital, First Round, Founder Collective, Founders Fund, Insight Venture Partners, Lerer Hippeau Ventures, Mayfield Fund, MHS Capital, SoftBank Capital and SV Angel.

Moat will operate as an independent division under the Oracle Data Cloud.

Image: Moat