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How Moat Revolutionized Digital Advertising by Fighting Fraud and Saving Billions
This episode explores the fascinating journey of Moat, a digital advertising company that transformed how businesses measure and protect their online ad investments. Founded in 2007 by Jonah Goodhart, Noah Goodhart, and Michael Walrath, Moat tackled critical issues like viewability, brand safety, and ad fraud—problems that were costing advertisers billions annually. Before Moat, companies paid for 'impressions' without knowing if real humans saw their ads or if those impressions were even visible on-screen. Moat introduced measurement standards that defined what it meant for an ad to be truly seen, safe, and free from bot manipulation. Their innovations provided advertisers with transparency, accountability, and efficiency in a previously chaotic digital landscape. In 2017, Oracle acquired Moat for $850 million, integrating its technology into Oracle Data Cloud to enhance audience targeting, content analysis, and ad performance tracking. Today, Moat's legacy lives on as part of Oracle’s comprehensive advertising solutions, helping brands ensure their messages reach real audiences in appropriate environments. The podcast also discusses Moat’s role in developing attention metrics—measuring not just whether an ad was seen, but whether it captured genuine user engagement. As the industry moves away from third-party cookies and toward privacy-first strategies, Moat’s focus on viewability and contextual relevance remains crucial. With advancements in AI and machine learning, the tools pioneered by Moat continue to evolve, enabling smarter ad targeting and stronger fraud detection across emerging platforms like Connected TV and audio streaming. The episode concludes with insights from guest expert Priya Sharma, who emphasizes the importance of transparency in modern marketing and the growing need for balance between personalization and privacy. Ultimately, Moat's story illustrates how a startup's mission to bring clarity to digital advertising reshaped the industry and continues to influence how brands connect with consumers online.
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By xczwThis episode explores the fascinating journey of Moat, a digital advertising company that transformed how businesses measure and protect their online ad investments. Founded in 2007 by Jonah Goodhart, Noah Goodhart, and Michael Walrath, Moat tackled critical issues like viewability, brand safety, and ad fraud—problems that were costing advertisers billions annually. Before Moat, companies paid for 'impressions' without knowing if real humans saw their ads or if those impressions were even visible on-screen. Moat introduced measurement standards that defined what it meant for an ad to be truly seen, safe, and free from bot manipulation. Their innovations provided advertisers with transparency, accountability, and efficiency in a previously chaotic digital landscape. In 2017, Oracle acquired Moat for $850 million, integrating its technology into Oracle Data Cloud to enhance audience targeting, content analysis, and ad performance tracking. Today, Moat's legacy lives on as part of Oracle’s comprehensive advertising solutions, helping brands ensure their messages reach real audiences in appropriate environments. The podcast also discusses Moat’s role in developing attention metrics—measuring not just whether an ad was seen, but whether it captured genuine user engagement. As the industry moves away from third-party cookies and toward privacy-first strategies, Moat’s focus on viewability and contextual relevance remains crucial. With advancements in AI and machine learning, the tools pioneered by Moat continue to evolve, enabling smarter ad targeting and stronger fraud detection across emerging platforms like Connected TV and audio streaming. The episode concludes with insights from guest expert Priya Sharma, who emphasizes the importance of transparency in modern marketing and the growing need for balance between personalization and privacy. Ultimately, Moat's story illustrates how a startup's mission to bring clarity to digital advertising reshaped the industry and continues to influence how brands connect with consumers online.