Oracle Moat

Was a top-three global provider of third-party digital ad measurement and verification, competing directly with IAS and DoubleVerify before its shutdown in 2024.

Oracle Moat was one of the most widely adopted independent measurement and analytics platforms in digital advertising, offering advertisers, agencies, and publishers granular data on ad viewability, attention, brand safety, and invalid traffic (IVT) detection. Founded in 2010, Moat built a reputation for rigorous, third-party verification of whether ads were actually seen by real humans, becoming a trusted currency for premium digital media transactions. Its analytics suite spanned display, video, mobile, and connected TV environments, and it was integrated across virtually every major publisher, DSP, and ad server in the ecosystem. Moat was acquired by Oracle in 2017 for a reported $850 million and became a cornerstone of Oracle's broader advertising and data cloud ambitions, sitting alongside BlueKai (DMP), Grapeshot (contextual targeting), AddThis, and Datalogix. Under Oracle, Moat expanded its measurement capabilities and deepened integrations with major platforms, competing directly with Integral Ad Science (IAS) and DoubleVerify (DV) for dominance in the third-party verification market. At its peak, Oracle's advertising business generated approximately $2 billion in annual revenue. However, a cascade of structural headwinds — including GDPR enforcement, Apple's iOS 14.5 App Tracking Transparency framework, Google's cookie deprecation timeline, and Meta restricting third-party data partnerships — eroded the foundation of Oracle's ad-tech portfolio. Revenue declined approximately 85% from roughly $2 billion in 2022 to around $300 million by 2024. Oracle announced the end-of-life for all of its advertising products and services, with operations ceasing by September 30, 2024. Moat's former customers largely migrated to IAS and DoubleVerify, the two dominant survivors in the third-party ad measurement space.