Oracle announced that it is to acquire Moat, a digital measurement company. Moat will join Oracle Data Cloud, which uses data and analytics to enhance media for marketers and publishers. The terms of the deal weren’t disclosed, but Moat is unlikely to have come cheap considering the company was able to raise $50 million just last year at a time when many ad tech companies are struggling to raise capital. In total Oracle raised $67.5 million in 4 Rounds from 17 Investors,
In a statement Oracle said that Moat will continue to be an independent platform within Oracle Data Cloud. Moat has some of the world’s largest advertisers on its books, including Nestle, Procter & Gamble, and Unilever, and publishers such as ESPN, Facebook, NBCUniversal, Snapchat, and YouTube.
Oracle have made a number of strategic ad tech acquisitions, although thus far the company has chosen to completely avoid the trading of media. Some of the acquisitions include:
|January 5, 2016||AddThis||A media web-tracking technology company based in Vienna, Virginia, United States.||$100 – $200m|
|Feb 24, 2014||BlueKai||Cloud-based big data platform that enables companies to personalize online, offline and mobile marketing campaigns||$400m|
|Dec 20, 2013||Responsys||Leading provider of cloud based enterprise level email marketing software||Undisclosed|
“I am thrilled to welcome CEO Jonah Goodhart and the entire Moat team to Oracle Data Cloud,” said Eric Roza, SVP and GM of Oracle Data Cloud. “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. 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.”
“It is with great enthusiasm that we join forces with Oracle Data Cloud,” said Jonah Goodhart, CEO and Co-Founder of Moat. “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.”