Moat

Former market leader in ad viewability and verification before acquisition and eventual discontinuation

Moat was a pioneering advertising analytics and measurement company founded in 2010 that became one of the most influential players in ad verification and viewability measurement. The company developed sophisticated technology to measure whether digital ads were actually viewable by users, track attention metrics, and provide brand safety verification across display, video, and mobile advertising. Moat's platform became widely adopted by advertisers, agencies, and publishers seeking to ensure their ad spend was delivering real value and reaching human audiences in brand-safe environments. In 2017, Oracle acquired Moat for a reported $850 million, integrating it into Oracle Data Cloud (later Oracle Advertising). The acquisition was part of Oracle's strategy to build a comprehensive advertising technology stack. Following Oracle's exit from the advertising business in 2022, Moat's technology and capabilities were absorbed into other Oracle products or discontinued as a standalone offering. The Moat brand, which once represented the gold standard in ad measurement and verification, no longer operates as a distinct entity, though its influence on industry standards for viewability and ad verification continues to be felt across the AdTech ecosystem.