Oracle adds attention analytics to its data cloud with Moat buy

Oracle adds attention analytics to its data cloud with Moat buy

Oracle claimed the combination of services resulting from the merger will represent the most comprehensive cloud platform for marketing data and analytics in the world, allowing it to provide tools for virtually every type of digital advertising campaign.

In the USA, software giant Oracle has acquired digital ad analytics and viewability measurement specialist Moat.

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

Oracle had announced the purchase earlier this week, but did not disclose the purchase price. The list of brands includes Nestle, Procter and Gamble and Unilever, while publishers include ESPN, Facebook, Snapchat and YouTube. The company helps advertisers and publishers receive concrete data regarding their ads.it also helps them decide their content and advertising strategy by giving them a solid base of numbers.

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.

Tech behemoth Oracle has acquired advertising firm Moat.

"We feel teaming up with a validation technology company to pre-clean data will be table stakes for all digital data companies within the next 12-18 months", said Jason Downie, SVP and GM of Data Solutions, Lotame, in a statement made available to Marketing Dive. "When Oracle approached us about working together, we began to see the huge potential to jointly drive innovation", he said.

"At our core, we believe there is an opportunity to fundamentally improve marketing and storytelling by brands and publishers through better data and analytics", Goodhart says. "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".

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