Oracle will pay more than $850 million for Moat

$850M!!! A huge win for software companies in the Ad/Mar-Tech space. My prediction is that we will look back on this as a bargain once they start to measure more pieces of the advertising space.

3 big questions every advertiser is asking
1) Was my ad viewable? (Oracle through MOAT acquisition)
2) Did my ad hit the right target? (Oracle through combination of MOAT/DataLogix acquisition)
3) Did my advertising drive sales? (Oracle through DataLogix acquisition)

Customer data > proxy demos. Advertising driven by customer data is the next big thing. You may think that everyone is transacting this way now, but the majority of advertising is still bought/negotiated/measured against broad demographics.Link

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