Websites using Moat

Okay, let s break down Moat, covering its overview, revenue (as best we can determine), alternatives, pricing, and customer care details.

Moat: A Comprehensive Overview

Moat is a SaaS (Software as a Service) analytics platform focused on digital advertising measurement and intelligence. It s designed to help advertisers, agencies, and publishers understand the effectiveness of their online advertising campaigns. Moat s core functionality revolves around measuring viewability, attention, and brand safety.

Key Features:

• Viewability Measurement: Determines if an ad was actually seen by a real person, not a bot, and for how long. This is crucial in a world where ads can be placed below the fold or otherwise hidden.
• Attention Measurement: Goes beyond viewability to assess how engaged users were with the ad. Measures user interaction, cursor movement, and other factors to determine if the ad captured attention.
• Brand Safety & Suitability: Ensures that ads are displayed in environments that are appropriate for the brand, avoiding placement near objectionable content.
• Cross-Platform Measurement: Tracks performance across various devices (desktop, mobile, tablet) and channels (display, video, social, etc.).
• Reporting & Analytics: Provides robust reporting dashboards and tools to analyze campaign performance, identify trends, and optimize ad spend.
• Benchmarking: Allows users to compare their performance against industry benchmarks and competitors.
• Integrations: Integrates with various ad servers, DSPs (Demand-Side Platforms), and other marketing technology solutions.

Who Uses Moat?

Moat s typical clients are:

• Advertisers: Large brands and marketers who want to ensure their ad spend is effective and safe.
• Advertising Agencies: Agencies that manage ad campaigns for their clients.
• Publishers: Companies that own and operate websites or apps and sell advertising space.

Revenue (Challenges & Estimates)

• Privately Held: Moat is a subsidiary of Oracle, which acquired it in 2017. Oracle does not publicly disclose revenue information specifically for Moat.
• Integrated into Oracle Advertising: Moat is now integrated into the Oracle Advertising suite. Revenue for Moat is often bundled within the broader advertising offerings of Oracle.
• Industry Estimates: Given that Moat is used by many major advertisers and publishers, and its importance in ad measurement, it s fair to estimate that Moat contributes a significant portion to Oracle Advertising s overall revenue, which was in the billions before the acquisition.

Therefore, while we can t give exact revenue figures for Moat, it s a significant revenue contributor within Oracle Advertising.

Alternatives to Moat

The ad measurement and analytics space is competitive. Here are some notable alternatives to Moat:

• IAS (Integral Ad Science): A major competitor focusing on viewability, brand safety, and fraud detection. Similar in functionality to Moat and also very widely used.
• DoubleVerify (DV): Another large player providing similar services in ad measurement, verification, and fraud prevention.
• Comscore: A company focused on audience measurement and digital analytics. Comscore offers solutions for both publishers and advertisers.
• Nielsen: A long-standing company in media measurement. Nielsen provides a range of services, including digital ad ratings, audience measurement, and ROI analysis.
• Google Ads Manager (GAM): If you re primarily using Google s ecosystem for advertising, GAM offers some built-in measurement tools.
• Amazon Advertising Solutions: Similar to GAM, for advertisers heavily invested in Amazon s platform.

Pricing

• No Public Pricing: Moat does not publicly disclose its pricing structure.

• Custom Quotes: Pricing is typically based on a custom quote tailored to the specific needs of the client. Factors that impact pricing include:

  • Scale of Usage: The amount of data analyzed and the volume of advertising campaigns.
  • Number of Features: The specific modules and features a customer needs.
  • Contract Terms: Length of the contract and other terms.

• Tiered Approach: Moat likely uses a tiered approach where larger clients with higher data volume pay more than smaller companies.

• Direct Negotiation: Clients often negotiate rates with Oracle s sales teams.

Customer Care Details

As a subsidiary of Oracle, Moat leverages Oracle s robust customer support infrastructure. Typical customer care channels include:

• Dedicated Account Managers: Larger clients will have a dedicated account manager who will be the primary point of contact.
• Online Support Portal: Oracle provides an online portal for documentation, FAQs, and submitting support tickets.
• Technical Support: Oracle has specialized technical support teams that address technical integration issues and problems.
• Customer Training: Oracle offers training resources and support materials to help clients use the platform.
• 24/7 Support (for some tiers): Depending on the service level agreements, some clients may have access to 24/7 support.
• Phone and Email Support: These channels are typically available during regular business hours and often for emergency needs.

Key Considerations When Evaluating Moat:

• Integration: How well Moat integrates with your existing ad tech stack.
• Accuracy: The accuracy and reliability of the data being reported.
• Ease of Use: The intuitiveness of the platform and its reporting dashboards.
• Customer Support: Responsiveness and quality of customer support.
• Cost: The cost relative to the value Moat provides.

In Summary:

Moat is a powerful ad measurement platform from Oracle, offering essential tools for viewability, attention, and brand safety. While specific revenue figures and pricing are not publicly available, it is a significant player in the advertising ecosystem. If you re an advertiser or publisher looking for robust analytics and performance metrics, Moat (or one of its alternatives) should be on your radar.

If you have more specific questions about Moat, feel free to ask!