Oracle adds attention analytics to its data cloud with Moat buy

Danilo Martir | 21 Abril, 2017, 02:02

Moat will become a subsidiary of Oracle, operating within the auspices of its Oracle Cloud Data division, although the company was careful to mention that the acquired company will continue to operate independently. (NYSE:PG), Nestle, and Unilever plc (ADR) (NYSE:UL) apart from publishers like Facebook Inc (NASDAQ:FB), Snap Inc (NYSE:SNAP) and ESPN besides Alphabet Inc (NASDAQ:GOOGL)'s YouTube.

The deal marks the entry into the targeted TV ad sector for Oracle Data Cloud, the unit that supplies data and analytics to marketers and publishers.

Oracle shares closed 0.52 percent higher on Tuesday's regular trading session. The agreement is the latest entrant in the list of recent marketing technology-related acquisitions the tech giant has made over the recent years, including the acquisition of data management software company BlueKai and ad-targeting data firm DataLogix in 2014.

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In particular, acquiring Moat will give Oracle access to something called "attention analytics" that typically refers to the tools that help Web sites see which parts of their pages visitors focus on most.

"It is with great enthusiasm that we join forces with Oracle Data Cloud", said Jonah Goodhart, CEO and Co-Founder of Moat. At our core, we believe there is an opportunity to fundamentally improve marketing and storytelling by brands and publishers through better data and analytics'.

Raab & Associates principal, David Raab, saw Moat as a good addition to the Oracle Data Cloud, giving it a toehold in many new accounts and adding a type of measurement that is in increasing demand.

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"That said, I don't see a huge impact on either Moat or Oracle: Each gets a bit of additional exposure to potential clients, but are already well established, so it won't expand either business overnight".

Oracle is now reviewing the existing Moat product roadmap and will be providing guidance to its existing customers with any resulting feature launches to be determined by Oracle's review of Moat's product roadmap.

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Oracle adds attention analytics to its data cloud with Moat buy

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