Multinational computer technology company Oracle has signed an agreement to acquire Moat, a digital measurement cloud company, for an undisclosed sum. The analytics company will join the Oracle Data Cloud but remain independent.

With the acquisition, Oracle hopes the pair can ‘connect data to consumer attention for better media experiences and business outcomes’. Moat will provide measurement, analytics, and intelligence to brands and publishers such as Nestle, Procter & Gamble, Unilever, ESPN, Facebook, NBCUniversal, Snapchat, and YouTube.

“Moat has grown its attention analytics business by over 100 per cent in the past year, providing actionable insights around viewability, brand safety, non-human traffic, and ad creative to over 600 publisher, brand and agency clients,” said Eric Roza, SVP and GM of Oracle Data Cloud. “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.”

Jonah Goodhart, CEO and co-founder of Moat added: “At our core, we believe there is an opportunity to fundamentally improve marketing and storytelling by brands and publishers through better data and analytics.”

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