Oracle to buy digital measurement company Moat

US computer technology giant Oracle Corp yesterday struck a deal to buy digital measurement company Moat for an undisclosed sum, in order to strengthen its digital advertising campaign division.

Moat will join Oracle Data Cloud, which uses data and analytics to enhance media for leading marketers and publishers, Oracle said in a statement.

Moat will remain an independent platform within Oracle Data Cloud, providing trusted measurement, analytics, and intelligence to the world's largest brands, and Moat founder and CEO Jonah Goodhart will continue to run the division within Oracle.

''Moat's enterprise client base and industry-leading attention analytics and intelligence suite provide a strong complement to Oracle Data Cloud's audience targeting and measurement solutions, Oracle said in the statement.

Marketing companies like Nestle, Procter & Gamble and Unilever, and publishers like ESPN, Facebook and Snapchat use services from Moat to help measure and track their online advertisement.

''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.

''It is with great enthusiasm that we join forces with Oracle Data Cloud,'' said Jonah Goodhart, CEO and Co-Founder of Moat. ''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.''

Founded in 2010, Moat helps advertisers and publishers analyse whether people see and interact with online ads

Backed by investors, including SV Angel, Mayfield Fund and Insight Venture Partners, New York-based Moat offers Moat Analytics, an attention measurement platform that provides analytics and insights on ad campaigns for publishers and advertisers.