The consolidation wave in adtech continues with the announcement that Oracle is to buy ad measurement specialist Moat for an undisclosed fee.
Moat will form part of Oracle’s Data Cloud offering, whilst remaining an independent platform, providing “trusted measurement, analytics, and intelligence to the world’s largest brands … and leading publishers”, including Procter & Gamble, Unilever, Facebook, Snap and YouTube.
In Oracle’s announcement of the acquisition, Eric Roza, SVP and GM of Oracle Data Cloud said:
“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.”
Jonah Goodhart, CEO and Co-Founder of Moat added:
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.
Oracle also stated that it is reviewing the Moat product roadmap and will communicating with existing Moat customers in due course.
Moat’s existing enterprise client base and trusted measurement tools means that this will be a strong and important addition to the Oracle Data Cloud. Brands that rely on Moat as an independent third party verification tool will likely be glad that the acquisition comes from Oracle rather than the advertising sales goliaths of Google and Facebook, allowing for these brands to still benefit from an independent party to verify successful, viewable, brand-safe ad delivery.
We wait to see whether this marks the start of an acquisition spree of similar measurement and verification companies as competitors of Oracle look to keep pace. Integral Ad Science in particular may find it becomes the focus of much attention.