Oracle Corporation (NYSE:ORCL) will focus on media and marketing sectors with its decision to buy Moat, the rapidly-growing digital measurement cloud firm.
The move comes as advertisers and publishers rely more heavily on marketing technology companies like Oracle to help them make sense of their customer data, and hire firms such as Moat in an effort to add greater visibility and transparency to their digital advertising efforts.
Meanwhile, the major competitors of Oracle, including Salesforce and Adobe are continuously leveraging the competition by introducing marketing "clouds" of their own in the data, marketing software, and ad-targeting arena.
"I am thrilled to welcome CEO, Jonah Goodhart, and the entire Moat team to Oracle Data Cloud", said Oracle's SVP and GM of Oracle Data Cloud, Eric Roza.
Backed by investors, including SV Angel, Mayfield Fund and Insight Venture Partners, New York-based Moat offers Moat Analytics, an attention measurement platform that provides analytics and insights on ad campaigns for publishers and advertisers.
As part of Oracle, Moat will connect data to consumer attention for better media experiences and business outcomes.
Oracle announced that Moat will continue to function as an independent platform.
Goodhart, who is also a co-founder of Moat, says when Oracle approached him about working together, it began to see the "huge potential to jointly drive innovation". "In addition, Moat customers will benefit from better integration and alignment with Oracle's other product offerings". That same month, Oracle closed its $9.3 billion purchase of NetSuite to expand its cloud footprint and total addressable market into smaller companies. Oracle Data Cloud now delivers its services to the world's largest brands including Nestle, Procter & Gamble, and Unilever, and leading publishers such as ESPN, Facebook, NBCUniversal, Snapchat, and YouTube.
Oracle is now reviewing the Moat product roadmap and will soon be providing guidance to customers.