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Oracle Buys Digital Measurement Specialist Moat

21 April 2017

Terms of the deal were not disclosed.

This acquisition makes sense given how much more advertisers and publishers rely on marketing technology companies like Oracle these days to understand their customer data, and work with firms like Moat to bring more transparency to their digital advertising campaigns. 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.

The company says Moat will continue to operate as "an independent platform within Oracle Data Cloud", with the Moat team joining Oracle.

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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.

Oracle shares closed 0.52 percent higher on Tuesday's regular trading session.

Oracle Data Cloud already tracks what consumers do and buy; now it will track what they watch.

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Coming into the acquisition, Moat had raised $67.5 million over four rounds from investors including Advancit Capital, AFSquare, Bowery Capital, First Round, Founder Collective, Founders Fund, Insight Venture Partners, Lerer Hippeau Ventures, Mayfield Fund, MHS Capital, SoftBank Capital and SV Angel.

Oracle is now reviewing the existing Moat product roadmap and will be providing guidance to customers in accordance with Oracle's standard product communication policies.

"Oracle isn't a media provider like Google, so there's no conflict with Moat's role as an independent verification vendor", he told CMO.

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"When Oracle approached us about working together, we began to see the huge potential to jointly drive innovation. As a result, Oracle should be able to go head-to-head more effectively against enterprise cloud leaders, including IBM", he added.

Oracle Buys Digital Measurement Specialist Moat