Oracle acquires digital measurement company Moat

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The financial terms of the deal were not disclosed.

General Manager and Senior Vice President of Oracle Data Cloud, Eric Roza, said that he is thrilled to welcome Moat's team onboard.

Moat will remain an independent platform within Oracle Data Cloud, providing measurement, analytics, and intelligence to the world's largest brands including Nestle, Procter & Gamble, and Unilever, and leading publishers such as ESPN, Facebook, NBCUniversal, Snapchat, and YouTube.

"It is with great enthusiasm that we join forces with Oracle Data Cloud", said Jonah Goodhart, CEO and Co-Founder of Moat.

Oracle shares closed 0.52 percent higher on Tuesday's regular trading session.

The move adds to recent marketing technology-related acquisitions the tech giant has made in recent years, including the purchase of ad-targeting data firm DataLogix and data management software company BlueKai in 2014. When Oracle approached us about working together, we began to see the huge potential to jointly drive innovation.

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(Moat raised more than $67 million total from investors including SV Angel, Mayfield Fund and Insight Venture Partners).

Oracle is now reviewing the existing Moat product roadmap and will be providing guidance to its existing customers with any resulting feature launches to be determined by Oracle's review of Moat's product roadmap.

"Oracle isn't a media provider like Google, so there's no conflict with Moat's role as an independent verification vendor", he told CMO. "Being acquired by a major vendor with deep ties to enterprise clients should open new doors for Core".

Overall, King labelled the deal as complementary to other Oracle marketing/ad services but an incremental improvement, "not a game changer".

Oracle's online advertising analytics platform will soon know even more about what you are watching, where and when: The company has agreed to buy Moat, which aims to track how much attention consumers are paying to online media.