Oracle Buys Digital Ad Analyst Moat

In the US, software giant Oracle has acquired digital ad analytics and viewability measurement specialist Moat. Terms of the deal have not been disclosed.

Launched in 2010 by brothers Jonah and Noah Goodhart and Michael Walrath, Moat provides a search engine for display ads, along with heatmap analytics for measuring online ad effectiveness. The company's Moat Analytics platform tracks campaigns in real-time, and aims to measure engagement rather than clicks.

Following the acquisition, Moat will remain an independent platform within the Oracle Data Cloud, which enables clients to use consumer data to inform and measure their marketing. In a statement, Oracle said Moat's enterprise client base and attention analytics and intelligence suite will complement Oracle Data Cloud's audience targeting and measurement solutions.

Commenting on the news, Jonah Goodhart (pictured) said: 'It is with great enthusiasm that we join forces with Oracle Data Cloud. When Oracle approached us about working together, we began to see the huge potential to jointly drive innovation. At our core, we believe there is an opportunity to fundamentally improve marketing and storytelling by brands and publishers through better data and analytics'.

Web sites: www.moat.com and www.oracle.com .