Oracle acquires digital cloud measurement company Moat

Jane Richards
April 21, 2017

The deal was signed on April 18, 2017 and its financial terms have not been disclosed. 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.

As per the announcements made regarding it, Moat will remain an independent entity within the Oracle Data Cloud and Jonah Goodhart, the founder and CEO of the former, will continue to administer the division within Oracle. In a statement, Oracle said Moats enterprise client base and attention analytics and intelligence suite will complement Oracle Data Clouds audience targeting and measurement solutions.

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

"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.

Tech behemoth Oracle has acquired advertising firm Moat.

Goodhart said the team from Moat joins Oracle "with enthusiasm". At our core, we believe there is an opportunity to fundamentally improve marketing and storytelling by brands and publishers through better data and analytics'.

Oracle says it is now reviewing Moat's existing product roadmap and will provide guidance to customers in accordance with its own policies.

"That said, I don't see a huge impact on either Moat or Oracle: Each gets a bit of additional exposure to potential clients, but are already well established, so it won't expand either business overnight".

Overall, King labelled the deal as complementary to other Oracle marketing/ad services but an incremental improvement, "not a game changer".

Oracle Corporation (NYSE:ORCL) will focus on media and marketing sectors with its decision to buy Moat, the rapidly-growing digital measurement cloud firm.

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