On April 18, 2017, Oracle announced it has agreed to acquire Moat, the fastest-growing digital measurement cloud company. Moat will remain an independent platform within Oracle Data Cloud, providing trusted measurement, analytics, and intelligence to the world’s largest brands and leading publishers. LUMA acted as a financial advisor to Moat in the transaction. Financial terms were not disclosed.

Strategic Rationale

The combination of Oracle and Moat will connect data to consumer attention for better media experiences and business outcomes. Moat’s enterprise client base and industry-leading attention analytics and intelligence suite provide a strong complement to Oracle Data Cloud’s audience targeting and measurement solutions. 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.

At LUMA, we have long discussed the trend of marketing clouds acquiring capabilities across the 360 degree marketing cycle in order to provide marketers with a full suite of tools. Through the acquisition of Moat, Oracle becomes the first marketing cloud to add measurement capabilities, adding to its already robust identity and targeting capabilities, attained through acquisitions such as BlueKai and Datalogix. We expect this trend to continue, as marketing clouds continue to seek improved identity, planning, measurement, and attribution capabilities.

About Moat

Moat is a New York-based SaaS analytics company focused on building products for brand advertisers and premium publishers. Their offerings include Moat Analytics, an attention measurement platform that provides analytics and insights on ad campaigns and website inventory for publishers and advertisers, and Moat Pro, a real-time ad intelligence platform for marketers, publishers, and agencies. Moat is the first company to be accredited by the Media Rating Council (MRC) to measure viewable ad impressions across online display, video, and mobile (web and in-app). The company was founded by Jonah Goodhart, Noah Goodhart and Michael Walrath. The serial entrepreneurs had previously partnered to launch Right Media, which was acquired by Yahoo! in 2007.

About the Buyer

Oracle (NYSE:ORCL) offers a comprehensive and fully integrated stack of cloud applications and platform services.