"Oracle's Moat acquisition signals that they feel the same". The acquired firm will join with Oracle Data Cloud that now uses data and analytics to improve media for leading publishers and marketers.
Moat will remain an independent platform within the Oracle Data Cloud division and Moat founder and CEO Jonah Goodhart will continue to run the division within Oracle, the companies said.
The company also works with renowned brands, including Procter & Gamble, Nestle, and Unilever to track and measure their online ads. The financial terms of the deal however, were not disclosed.
The combination of Oracle and Moat will offer publishers and brands a complete suite of measurement solutions, which will help them improve the outcome of their digital advertising campaign.
(Moat raised more than $67 million total from investors including SV Angel, Mayfield Fund and Insight Venture Partners).
Oracle's latest acquisition joins the list of other recent ones in the realm of marketing technology, which includes the purchase of companies like DataLogix and BlueKai in 2014.
As part of Oracle, Moat will connect data to consumer attention for better media experiences and business outcomes.
"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", Goodhart says.
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. "As a result, Oracle should be able to go head-to-head more effectively against enterprise cloud leaders, including IBM", he added.