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Oracle To Acquire Moat, Add Attention Analytics To Data Cloud

Oracle announced that it has agreed to acquire Moat, a digital measurement cloud company. The price of the deal was not disclosed.

The company said that Moat CEO Jonah Goodhart and his team will become a subsidiary under Oracle’s Data Cloud offering. The acquisition will enable Oracle to offer “attention” analytics tools to provide insights to customers in areas that include buyer viewability, brand safety, non-human traffic and ad creative.

 “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, SVP and GM of Oracle Data Cloud, in a statement.

“When Oracle approached us about working together, we began to see the huge potential to jointly drive innovation,” Goodhart said, in a statement. “At our core, we believe there is an opportunity to fundamentally improve marketing and storytelling by brands and publishers through better data and analytics.”