Oracle acquires digital measurement company Moat

Oracle has announced the acquisition of digital measurement company, Moat better known for its role as an independent third party hired to measure ads across platforms like Facebook, Google’s YouTube and Snapchat.

Founded in 2010, Moat helps advertisers and publishers measure whether people see and interact with online ads. The company has so far raised more than $67 million in funding and its clientele includes names like Nestle, Procter & Gamble and Unilever.

For Oracle, Moat brings data and analytics capabilities aimed at enhancing media buying for marketers and publishers. "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," said Eric Roza, senior vice president and general manager of Oracle Data Cloud, in a statement.

The company also added that Moat will continue to operate as “an independent platform within Oracle Data Cloud,” and CEO Jonah Goodhart will continue to run the division within Oracle.

“It is with great enthusiasm that we join forces with Oracle Data Cloud,” Goodhart said in an official release. “When Oracle approached us about working together, we began to see the huge potential to jointly drive innovation. At our core, we believe there is an opportunity to fundamentally improve marketing and storytelling by brands and publishers through better data and analytics.”

Oracle has been on a buying spree of late. Earlier this week, Oracle said it is acquiring Wercker, a Dutch startup that provides tools for automating the process of testing and deploying code. While it acquired API development startup Apiary earlier this year, it bought DNS powerhouse Dyn last November. That same month, Oracle closed its $9.3 billion purchase of NetSuite to expand its cloud footprint and total addressable market into smaller companies.