Tech giant Oracle is aiming to build a moat between itself and its marketing cloud competitors with its latest acquisition. The company announced late yesterday that it has agreed to buy digital ad measurement cloud company Moat for an undisclosed sum.
Moat will become a subsidiary of Oracle, operating within the auspices of its Oracle Cloud Data division, although the company was careful to mention that the acquired company will continue to operate independently.
“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,” said Eric Roza, SVP and GM of Oracle Data Cloud, in a statement. “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.”
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