Oracle adds attention analytics to its data cloud with Moat buy

The acquisition creates a comprehensive cloud platform for marketing data and analytics.

United States computer technology giant Oracle Corp yesterday struck a deal to buy digital measurement company Moat for an undisclosed sum, in order to strengthen its digital advertising campaign division.

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

"It is with great enthusiasm that we join forces with Oracle Data Cloud", Goodhart said in the acquisition release. (NYSE:PG), Nestle, and Unilever plc (ADR) (NYSE:UL) apart from publishers like Facebook Inc (NASDAQ:FB), Snap Inc (NYSE:SNAP) and ESPN besides Alphabet Inc (NASDAQ:GOOGL)'s YouTube.

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

In particular, acquiring Moat will give Oracle access to something called "attention analytics" that typically refers to the tools that help Web sites see which parts of their pages visitors focus on most. The deal was signed on April 18, 2017 and its financial terms have not been disclosed. The acquired firm will join with Oracle Data Cloud that now uses data and analytics to improve media for leading publishers and marketers.

The combination of Oracle and Moat will offer publishers and brands a complete suite of measurement solutions, which will help them improve the outcome of their digital advertising campaign.

Jonah Goodhart, Moat's chief executive officer and co-founder, added: "When Oracle approached us about working together, we began to see the huge potential to jointly drive innovation". It has provided actionable insights around brand safety, viewability, ad creative and non-human traffic to more than 600 brands, publishers and agency clients.

Oracle said it's now reviewing Moat's product roadmap and hoped to provide further information to customers shortly, but also stressed it plans to continue to invest in the offering.

  • Joanne Flowers