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Why Oracle Acquired Moat

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Oracle acquired Moat to target digital media

Earlier in this series, we discussed Microsoft’s (MSFT) recent acquisition of Intentional Software. Oracle (ORCL) has also joined the acquisition spree that gripped the tech sector in 2016. We’ve also discussed the likely continuation of the M&A trend in 2017.

On April 18, 2017, Oracle announced the acquisition of Moat. According to Oracle, Moat is “the fastest growing digital measurement cloud company.”

Founded in 2010, Moat has raised $67.5 million to date in four rounds from investors that include Advancit Capital, AFSquare, Bowery Capital, First Round, Founders Fund, Founder Collective, Insight Venture Partners, SoftBank Capital, and SV Angel.

After the acquisition, Moat would become a part of the Oracle Data Cloud portfolio, which utilizes data and analytics to improve media for publishers and marketers. However, Moat would keep functioning as an independent platform under Oracle Data Cloud once the deal closes.

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Oracle’s data cloud portfolio would get a boost from Moat buyout

Oracle Data Cloud performs a comprehensive consumer behavior analysis and stores the appropriate information for the improved understanding of customer preferences. By keeping track of customer behavior, companies can target their marketing efforts.

Citing Eric Roza, senior vice president and general manager of Oracle Data Cloud, the Wall Street Journal stated, “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.”

Later in this series, we’ll see how this technology typifies the growing competition in marketing cloud space.

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