Oracle Addresses Analytics with Moat Acquisition

  • 21-Apr-2017

Oracle has announced its acquisition of Moat, an AdTech company that provides cloud-based digital measurement and analytics. For now, Moat will remain an independent platform and will be part of Oracle Data Cloud, Oracle’s Data as a Service offering for analytics.

What does Moat do?

Moat primarily addresses measurement related to viewability of digital ads. If you are a marketeer or a publisher, this technology can help you get information about the ads that you publish on different sites, via different ad-serving networks. You can discern if your ad was viewed by humans or non humans, the context in which it was viewed (e.g., what was the YouTube content that included your ad — very useful when context is important), the duration of viewing, and so forth.

Moat and Oracle Data Cloud

Moat will become part of Oracle Data Cloud, the vendor’s analytics suite. Oracle has acquired multiple other pieces here, including AddThis, Bluekai, Datalogix, and Crosswire. Oracle say they can address questions related to what consumers do and what they buy using these products. With Moat, they could also address questions related to what consumers see.


Fig: Oracle + Moat.  Source: Oracle

Analytics has become a major focus area for major Marketing Cloud vendors, though among them they tend to cover different areas. Salesforce has Analytics Cloud and Adobe has Omniture. Moat brings some unique capabilities to Oracle, at least until Salesforce makes its move. You can read more about these Marketing Clouds in this recent post by my colleague, Kashyap.

Suffice it to say that with Oracle, like its competitors, these toolsets remain standalone offerings rather than an integrated whole.  So a savvy customer will still cherry-pick the right solutions rather than going with a single vendor.


Our customers say...

"I was really excited to preview RSG's Digital Marketing Technology evaluations. It's great to have a resource that explains what vendors really do, rather than what they say they do."

Gino Bona, Digital Marketing Consultant

Other Marketing Automation & Campaign / Lead Management posts

New CRM Evaluation Research

  • June 5, 2017

Customer Relationship Management is increasingly the backbone of MarTech and digital customer engagement. After many requests from RSG subscribers to apply our rigorous evaluation methodology to this marketplace, we decided to add a new vendor evaluation stream...

Join Us for MarTech Trends and Secrets

  • May 3, 2017

MarTech Webinar Series and an Advisory:
1. MarTech Trends (Public)
2. MarTech Secrets (Subscribers Only) 3. Advisory: Contrasting Marketing Clouds (Subscribers Only)...

Contrasting the Marketing Clouds - Adobe, IBM, Oracle, Salesforce

  • April 20, 2017

We just released an advisory paper "Contrasting the Major Marketing Clouds" for RSG research subscribers. This brief is an excellent way for marketing / technology executives to quickly gain a comparative understanding of the leading marketing clouds....