MRC Accreditation for Oracle's Moat Analytics

In the US, the Media Rating Council (MRC) has accredited Moat Analytics - now part of the Oracle Data Cloud - for detection and exclusion of sophisticated invalid traffic (SIVT) in mobile apps, including bot ad fraud.

The MRC defines SIVT as 'traffic identified through advanced analytics; multi-point corroboration; human intervention - such as hijacked devices, ad tags, or creative; adware; malware; misappropriated content'. Moat is already accredited by the MRC for SIVT Filtration and Detection for Desktop and Mobile Web, and for its ad viewability metrics for the trio of desktop, mobile web and app.

Oracle, which bought Moat in 2017, combines its technology with that of other acquisitions BlueKai, Datalogix, AddThis, Crosswise and Grapeshot in its Data Cloud suite, giving marketers 'the data and tools needed for every stage of the marketing journey, from audience planning to pre-bid brand safety, contextual relevance, viewability confirmation, fraud protection, and ROI measurement'.

Dan Fichter, VP of Engineering at Oracle Data Cloud, says mobile 'has become a critical front in the struggle against ad fraud', and adds: 'This MRC accreditation was earned through the hard work of a cross-disciplinary Moat technology team that specializes in mobile development, network engineering, data science, and machine learning across a footprint that nets us tens of billions of measurement logs each day. I'm very proud of the teams that have pulled this off'.

George W. Ivie (pictured), Executive Director and CEO of MRC, says 'we commend [Moat] for their leadership in working toward transparency and accountability in digital advertising'. There are currently around 110 research products audited by the MRC.

Web sites are at www.oracle.com and www.mediaratingcouncil.org .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.