Oracle's online advertising analytics platform will soon know even more about what you are watching, where and when: The company has agreed to buy Moat, which aims to track how much attention consumers are paying to online media.
Moat's platform tracks browsing and viewing habits on desktop and mobile devices, and even connected TVs. It touts its ability to separate out non-human traffic so advertisers don't pay for clicks from bots, and to quantify the audibility and visibility of ads.
Oracle plans to add Moat's information about viewing habits to Oracle Data Cloud, which provides analytics tools and data about what consumers do and buy to marketers and publishers. Moat will continue to operate as an independent platform within that division, Oracle said Wednesday.