Oracle Just Bought Moat to Bolster Measurement in Its Data Cloud

The data vendor works with all the major social platforms

The purchase should be a feather in Oracle's cap. Sources: Getty Images, Oracle, MOAT
Headshot of Christopher Heine

Oracle announced late Tuesday afternoon that it has acquired Moat for an undisclosed sum in a move that should help strengthen Oracle Data Cloud. The software giant has been in a virtual arms race with Adobe, Salesforce, IBM, Nielsen and others that are trying to create the ultimate marketing cloud, and Moat appears to be a feather in its cap.

Moat, which is based in New York, helps digital ad platforms like Facebook, Google, Pinterest, Pandora and Snapchat measure the results of online brand campaigns. It’s become a go-to vendor for such measurement needs in recent years, and it’s garnered $67.5 million in funding from investors.

It will join other notable Oracle acquisitions in recent years like Datalogix and BlueKai on the Oracle Data Cloud.

Industry observers can point to Integral Ad Science as the ad-tech world’s likely next metrics-based acquisition. Look for one of Oracle’s competitors to kick the tires on IAS in an effort to potentially get a leg up.

@Chris_Heine Christopher Heine is a New York-based editor and writer.