M
Moat
Marketing · New York City, United States · Founded 2010
SaaS-based search engine for display ads, enabling users to find and discover their favorite brands. MoreLess
Founded in 2010, Moat operates as a software-as-a-service (SaaS) analytics company, providing specialized products for brand advertisers and premium publishers. The company was co-founded by brothers Jonah and Noah Goodhart, with Michael Walrath as Chairman. This team of serial entrepreneurs previously collaborated on Right Media, an online advertising exchange acquired by Yahoo! in 2007. Their experience at Right Media informed their approach to Moat, shifting focus from transactional ad buying to the effectiveness of brand advertising.
Moat's business is centered on providing intelligence and analytics that go beyond traditional digital metrics like clicks and impressions. The company's revenue is generated through its suite of analytics tools, which help clients measure and drive customer attention. The client base includes major brands such as Nestle, Procter & Gamble, and Unilever, as well as leading publishers like ESPN, Facebook, and YouTube. In April 2017, Moat was acquired by Oracle for a reported $850 million, and it now operates as an independent platform within the Oracle Data Cloud.
The company offers two primary products: Moat Analytics and Moat Pro. Moat Analytics is an attention measurement platform that delivers insights on ad campaigns and website inventory. It focuses on metrics such as viewability, brand safety, and the detection of non-human traffic (NHT), allowing advertisers to optimize campaigns in real-time. The platform provides detailed data on user interactions, including the duration of ad views and on-screen visibility. Moat Pro serves as a real-time ad intelligence and competitive analysis tool. It enables marketers and publishers to get a comprehensive view of a brand's media strategy by tracking display, video, and native advertising campaigns. Users can search a historical archive of ad creatives to understand market trends and competitor messaging.
Keywords: ad analytics, digital measurement, viewability, brand safety, attention metrics, ad intelligence, marketing analytics, SaaS, ad verification, cross-platform measurement
Company overview
Moat company information
The essential company record, classifications and operating signals in one place.
- Status
- Acquired
- Founded
- 2010
- Headquarters
- New York City, United States
- Employees
- 45
- Open positions
- None listed
- Dealroom signal
- 78.7
Valuation & funding
Moat funding history
Company financing events and reported valuations.
| Deal type | Date | Amount | Valuation | Investors | Source |
|---|---|---|---|---|---|
| ACQUISITIONOther financing | Apr 2017 | $850M | $850M | Oracle | — |
| SERIES COther financing | Mar 2016 | $50M | $200M | Founder Collective · First Round Capital · Lead Edge Capital · Vast Ventures | — |
| SERIES BOther financing | Apr 2012 | $13M | $52M | First Round Capital · Advancit Capital · Founders Fund · Lerer Hippeau | — |
| SERIES AOther financing | Aug 2011 | $1.5M | $6M | SV Angel | — |
| SEEDOther financing | Jan 2010 | $3M | $12M | Jonah Goodhart · Founder Collective · Michael Walrath · Noah Goodhart | — |
Growth signals
Moat website traffic
Latest recorded traffic for Moat is 1.8K monthly website visits, down 21.7% over the last three months. Moat's team grew 4.7% over the past year.
Comparisons
Moat compared with similar companies
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Talent graph
Moat's talent
Source: Dealroom Talent Intelligence.
Investors
20 investors on Moat's cap table
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Global footprint
Where Moat has talent and traffic
team presence
In the news
Latest news about Moat
Recent press, funding announcements, and product moves mentioning Moat — open to read from the original sources.
Market sentiment
What the market is saying about Moat
An AI-synthesized read of the highest-engagement posts about Moat on X over the past 7 days. We rank by likes & retweets, ignore corporate channels, and surface the themes that broke out from real people.
Reading the room on X — pulling top posts and synthesizing themes…
Source: X recent search ranked by engagement (likes + retweets) · Synthesis by Claude · Cached for 1 hour
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