Moat

Was a leading independent ad viewability and attention measurement platform before being shut down by Oracle in 2024

Moat was a New York-based advertising analytics and measurement company founded in 2010 that became one of the most respected independent verification and attention measurement platforms in the digital advertising industry. The company built its reputation on providing advertisers, agencies, and publishers with granular, real-time insights into ad viewability, brand safety, and audience attention metrics — going well beyond simple impression counting to measure whether ads were actually seen and engaged with by real humans. Moat's analytics suite was widely adopted by major brands, agencies, and publishers who relied on its data to validate media buys and optimize campaign performance. In April 2017, Oracle acquired Moat for approximately $850 million, integrating it into Oracle Data Cloud as a cornerstone measurement and verification offering. Under Oracle's ownership, Moat continued to serve enterprise advertisers and publishers, and its attention metrics and viewability measurement tools remained influential in shaping industry standards around ad quality. The platform competed directly with other verification players such as DoubleVerify, Integral Ad Science, and Nielsen, and was considered a credible third-party measurement authority trusted by both buy-side and sell-side participants. Moat's story ended in 2024 when Oracle announced a full exit from the advertising technology business. The Moat platform was shut down on September 30, 2024, as Oracle wound down its entire ad tech stack — an acquisition that had been written down to near zero from its original $850M price tag. The closure left a gap in the measurement landscape and prompted advertisers and publishers to migrate to competing platforms. The Moat brand was fully retired, marking the end of one of the more prominent independent ad measurement companies of the 2010s.