Oracle to acquire ad measurement firm Moat

Oracle has announced that it is acquiring Moat to strengthen its presence in the media and marketing sectors.
Written by Tas Bindi, Contributor

Oracle has announced that it is acquiring ad measurement firm Moat for an undisclosed amount as part of its push into the media and marketing sectors.

Founded in 2010, Moat allows advertisers and publishers to measure and track online ads. The company has raised more than $67 million in venture funding to date and boasts customers such as Facebook, Nestle, Procter & Gamble, Snapchat, Twitter, and Unilever.

In a statement on Tuesday, Oracle said Moat will bring data and analytics capabilities aimed at enhancing media buying for marketers and publishers.

"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," said Eric Roza, senior vice president and general manager of Oracle Data Cloud, in a statement.

Moat will remain an independent platform within the Oracle Data Cloud division and Moat founder and CEO Jonah Goodhart will continue to run the division within Oracle, the companies said.

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.

Moat is not Oracle's first marketing tech-related acquisition. Back in 2014, the company acquired BlueKai, which takes a company's customer data and augments it with other information for personalised marketing campaigns, and Datalogix, which allows marketers to track how online advertising influences offline buying.

In the last six months, Oracle has also made a slew of other acquisitions. Earlier this week, Oracle said it acquiring Wercker, a Dutch startup that provides tools for automating the process of testing and deploying code, to strengthen its container management offering.

At the start of the year, Oracle acquired API development startup Apiary, known for its APIFlow platform that allows developers to build, test, and monitor APIs while supporting API Blueprint and OpenAPI industry standards.

Oracle also bought DNS powerhouse Dyn in November last year to provide customers access to Dyn's traffic and performance tools, as well as allow them to optimise costs and boost website-based revenue streams.

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

Meanwhile, Adobe and Salesforce are also continuing their to push into the marketing tech sector with marketing "clouds" of their own. Towards the end of last year, Adobe announced the acquisition of video advertising company TubeMogul for $540 million, while Salesforce purchased AI marketing company Krux for $700 million.

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