What is the Moat Analytics? A Great Tool For the Modern Advertising

Oracle Moat Analytics – Moat Analytics is an independent product offering from the Oracle Data Cloud family. Moat Analytics was acquired by Oracle in 2017.

Oracle Moat Analytics is an analytics and measurement platform that offers detailed measurement and verification of digital advertising campaigns, regardless of the channels, formats, or platforms used. It is a product product that provides branding cross-platform data. It provides a range of metrics to help businesses and organizations, identify which advertising strategies are most effective in driving growth.

By measuring factors such as ad quality, viewability, brand safety and suitability, and attention signals, advertisers and publishers can gain insights into how to improve their digital advertising efforts and achieve better results. Product has a module named Moat Analytics. It gives user opportunity to run reports realted to their data in Moat platform.

The Oracle Data Cloud, Moat Analytics enables advertisers to reach and find their desired customers, personalize interactions, and evaluate the effectiveness of each engagement. It utilizes the Oracle ID Graph to build a complete understanding of customers across multiple channels, allowing businesses to gain insights into their behaviors, preferences, and purchasing habits.

Moat, which was acquired by Oracle for $850 million in 2017, is now part of the Oracle Data Cloud ecosystem. Moat provides advertisers with a range of tools to measure and verify the effectiveness of their digital advertising campaigns. By combining Moat’s capabilities with the Oracle Data Cloud, advertisers can gain even deeper insights into their target audience, helping them to optimize their advertising efforts and achieve better results.

Moat Review: Why it is so valuable to Oracle?

Moat Analytics
Moat Analytics

Moat Analytics is a digital advertising measurement and verification tool that offers a range of metrics not typically found in other commonly used tools such as Google Analytics. One key feature of Moat is the ability to ensure that ads appear on the specific content that was requested by the advertiser, which in turn help in preventing ads from appearing next to extremist content or irrelevant content that wastes ad spend.

Furthermore, Moat provides valuable insights into the effectiveness of programmatic campaigns by analyzing whether ads are reaching the target market specified by the advertiser. This helps identify issues where ads are being shown to the wrong audience, which can result in wasted advertising spend. Moat’s transparency features also provide advertisers with full visibility into ad placements, campaigns, creatives, and impressions, allowing for greater control and optimization of digital advertising efforts.

Moat Metrics

Moat provides plenty of metrics, approximately more than 50 metrics for your video and display ads. Each metric is validated by Media Rating Council. If Moat Analytics reports that a particular ad has received 2,000 impressions, businesses can trust that the information is accurate and has been verified by a reliable source. Moat is considered a reputable authority in digital advertising measurement and verification, meaning that the metrics it provides are reliable and trustworthy. This can be valuable for businesses that want to ensure that their advertising efforts are delivering the desired results and reaching the intended audience.

Moat Analytics has formed partnerships with several major social media platforms, including Facebook, Twitter, LinkedIn, Snapchat, and YouTube, all of which offer advertising services. These partnerships allow Moat to access and analyze traffic data from these platforms, providing valuable insights into ad impressions and impact. One key advantage of Moat Analytics is that it consolidates analytics from all these platforms into a single location, making it easier for businesses to track and analyze the performance of their digital advertising campaigns across multiple channels.

Useful Features

Moat Analytics provides a variety of useful features for analyzing digital advertising performance. One such feature is Heatmaps, which allow businesses to see where potential customers are hovering with their mouse and where they are clicking on the page. This information can be used to optimize ads for better exposure and increase the chances of reaching the target audience. Heatmaps can also be saved as images and shared with clients in reports or presentations.

Another feature offered by Moat is Mobile Ad Performance Analytics. Businesses can use the tool to measure exposure time, message audibility, tap counts, and overall viewability on mobile devices. Moat also provides exclusive mobile pre-bid data, offering insights into where mobile audiences are focusing their attention. Additionally, the tool offers mobile heatmaps, providing valuable information about where users are interacting with mobile ads. These features can help businesses optimize their mobile advertising campaigns and maximize their return on investment.

Moat Analytics allows businesses, organizations and companies to access advertising data from multiple channels in one convenient location. Users can view a wide range of metrics related to their digital advertising campaigns, including social media campaign statistics, YouTube analytics, and mobile ad impressions. The platform also provides access to third-party data, enabling businesses to gain insights into key demographic metrics, ad server counts, and data management platform information. Moat supports analytics from

  • Atlas
  • DoubleClick
  • AppNexus
  • PointRoll
  • Nielsen OCR
  • Grapeshot
  • Krux
  • Lotame and many more.


Moat is available in 2 versions –

  1. Moat Analytics,
  2. Moat Pro

Above, we discussed the features available in Moat Analytics. Moat Pro takes your marketing game to the another level. By providing real-time analytics Moat Pro, help businesses to analyze individual creatives or gain a holistic view of their brand’s media strategy across mobile, desktop, direct, display, video and programmatic ads. The tool offers powerful filtering and sorting capabilities, allowing users to quickly access the analytics they need. Moat Pro also enables businesses to visualize the relationships between brands and publishers, gaining insights into where competitors are finding their customers. Importantly, Moat Pro archives over three years of data, providing a long-term view of advertising trends.

Moat: Advantages and Disadvantages

Let’s find out pros and cons of Moat Analytics as shared by real users –

Pros –

  • It offers a number of granular metrics that are not possible with 3rd party ad servers
  • Relatively easy platform interface
  • Complete customization of reports
  • Live tracking
  • Provides flexibility to pull the data
  • Provides real human traffic

Cons –

  • Manually wrapping of video tags with the MOAT pixel
  • Display and Video are in separate interfaces
  • Non availability of videos metric
  • Delay in getting Facebook data by 2-3 days
  • High cost

Conclusion: Yes or No?

Oracle Moat Analytics is a platform that offers detailed measurement and verification of digital advertising campaigns, regardless of the channels, formats, or platforms used. It provides a range of metrics to help businesses identify which advertising strategies are most effective in driving growth. Overall, Moat Analytics is a powerful tool that can help businesses optimize their digital advertising campaigns for maximum impact.

So, if you are ready to invest more than Yes, Moat Analytics would be very helpful and worth of your investment. Take a demo first and understand the product, get familiar with it. Check, What fits your organization? Either Moat Analytics or Moat Pro.

Happy Reading :)


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