Although the exact terms of the deal have not been released, Oracle has announced that it will be acquiring digital measurement firm Moat. This will expand Oracle’s marketing and cloud abilities to include digital advertising analytics for its advertising clients and publishers.
The deal will integrate Moat into the Oracle Data Cloud, which also hosts its other acquisitions like Datalogix and BlueKai.
"Moat has grown its attention analytics business by over 100% 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 the SVP and GM of Oracle Data Cloud, Eric Roza. "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."
Oracle has been planning to expand into the media space for some time. However, it had no intention of purchasing a media execution platform similar to Adobe’s purchase of TubeMogul.
Perhaps more strategically, Oracle decided to acquire a digital measurement platform that could fit perfectly within its existing structure and would be able to draw in large, consistent fees.
Although other big firms like Nielsen or comScore could have put Moat to work, it was unlikely that they would have been willing to swallow their large cost. However, according to sources, Moat is considered to be one of the strongest digital measurement firms in the industry, so the price is likely worth it.
As with most marketing clouds, the ability to measure the effectiveness of media is typically absent. Although Adobe has capacity from Omniture’s web analytics, Oracle was stuck in the mud when it came to web analytics and viewability-based metrics.
The Oracle Data Cloud has been constructed to provide audience data through AddThis, cross-device data with CrossWise, as well as offline purchase data provided by Datalogix. The acquisition of Moat now presents deeper digital perception that will augment the data already being provided by Oracle Data Cloud.
The acquisition has been perceived as beneficial for Moat as well. Moat has held a high degree of regard within the industry, but many experts believed that it was necessary for Moat to be integrated with an execution software in order for it to prove its worth.
Moat’s capacity is only limited to identifying if an digital impression has fired. Although this is valuable data, it is only half of the equation. In order for anyone to tell if that digital impression pushed consumer action, it is necessary to connect that data with any online or offline sales. Luckily, Oracle already has that data.
Moat’s applications will be much more extensive than just digital impressions and the new acquisition is the perfect complement to many aspects of the Oracle Data Cloud.
This has been recognized as a strategic acquisition and will likely lead to many more partnerships for Oracle. Just after the purchase, Snapchat jumped on board with Oracle Data Cloud. What comes next remains to be seen.