Moat (now part of Oracle)

Former market leader in ad viewability and verification before acquisition by Oracle

Moat was founded in 2010 as a pioneering analytics company focused on measuring the effectiveness and quality of digital advertising. The company developed sophisticated technology to track ad viewability, attention metrics, and brand safety across display, video, and mobile advertising. Moat's platform became an industry standard for advertisers and publishers seeking to verify that their ads were actually being seen by real humans 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 largely discontinued or absorbed into other Oracle products. Moat was significant in the AdTech ecosystem for establishing viewability as a critical metric and helping to combat ad fraud. The company worked with major brands, agencies, and publishers, and its measurement standards influenced industry bodies like the Media Rating Council (MRC). While the Moat brand no longer operates as a distinct entity, its legacy in establishing ad measurement standards continues to influence the digital advertising industry.