Published: Fri, April 21, 2017
Health | By Jay Jacobs

Oracle buys Moat, creating comprehensive cloud platform for marketing data, analytics

Oracle buys Moat, creating comprehensive cloud platform for marketing data, analytics

Financial terms were not disclosed.

Meanwhile, the major competitors of Oracle, including Salesforce and Adobe are continuously leveraging the competition by introducing marketing "clouds" of their own in the data, marketing software, and ad-targeting arena.

For Oracle, the Moat acquisition builds on previous acquisitions the company has made to boost its Oracle Marketing Cloud offering, ranging from A/B testing firm Maxymiser in August 2015 to media web tracking company AddThis Inc.in January 2016 and consumer tracking firm Crosswise in April 2016. (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 combination of Oracle and Moat will offer publishers and brands a complete suite of measurement solutions, which will help them improve the outcome of their digital advertising campaign.

Oracle shares closed 0.52 percent higher on Tuesday's regular trading session.

Oracle, meanwhile, has been moving aggressively into digital advertising and marketing over the past few years, with acquisitions like Vitrue and BlueKai.

(Moat raised more than $67 million total from investors including SV Angel, Mayfield Fund and Insight Venture Partners).

Goodhart said the team from Moat joins Oracle "with enthusiasm".

Oracle says it is now reviewing Moat's existing product roadmap and will provide guidance to customers in accordance with its own policies.

"When Oracle approached us about working together, we began to see the huge potential to jointly drive innovation".

Pund-IT principal, Charles King, said the deal was potentially more significant for Moat. "If Core is fully allowed the independence stated in the Oracle press release, its employees and management should have numerous opportunities to shine".

The company announced late yesterday that it has agreed to buy digital ad measurement cloud company Moat for an undisclosed sum. "As a result, Oracle should be able to go head-to-head more effectively against enterprise cloud leaders, including IBM", he added.

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