Oracle is to acquire digital advertising measurement company Moat and integrate the technology into its Oracle Data Cloud proposition.
As well as working with brands including Nestle, Procter & Gamble and Unilever, Moat has been recruited by the likes of Facebook, Google, Snapchat and – most recently – Twitter to provide third-party analytics of campaign performance.
Oracle said that Moat will remain an “independent” platform within Oracle Data Cloud, though added it is currently “reviewing” the existing Moat product roadmap.
It comes as technology consultancies such as Oracle look to upscale their marketing cloud propositions. Last year, Adobe purchased programmatic firm TubeMogel, while Salesforce acquired Krux.
“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,” said ,” said Eric Roza, senior vice president and general manager of Oracle Data Cloud.
“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. When Oracle approached us about working together, we began to see the huge potential to jointly drive innovation,” added Jonah Goodhart, chief executive and co-founder of Moat, who will be speaking at next month’s Festival of Media Global 2017 in Rome.
“At our core, we believe there is an opportunity to fundamentally improve marketing and storytelling by brands and publishers through better data and analytics.”