Oracle adds attention analytics to its data cloud with Moat buy


"We are trying to get to a place where we take standardized segmentation that we've pre-created and build it into [Charter's] system", Joe Kyriakoza, head of autos and TV solutions for Oracle Data Cloud, told AdWeek.

Moat's platform tracks browsing and viewing habits on desktop and mobile devices, and even connected TVs. 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.

Convincing advertisers that they're getting what they're paying for is a big problem for publishers.

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The deal with Oracle is the second big sale for the company's founders, Noah Goodhart, Jonah Goodhart and Michael Walrath: Back in 2007 they sold their previous start-up, Right Media, to Yahoo.

Meanwhile, Oracle competitors including Salesforce and Adobe continue to push into the marketing software, data and ad-targeting arena with marketing "clouds" of their own.

Oracle bought Moat, the cloud-based digital measurement firm, per an Oracle press release.

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"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.

Goodhart, who is also a co-founder of Moat, says when Oracle approached him about working together, it began to see the "huge potential to jointly drive innovation". The company did not disclose the financial terms to acquire it.

Moat is a third-party ad verification firm that's experienced rapid growth in the past year, growing its attention analytics business by more than 100 per cent year-on-year, and servicing more than 600 publishers, brands and agency clients.

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Oracle noted in its Q&A about the deal that it is reviewing Moat's product roadmap.