Survata Deal Probes Ad Attention and Brand Impact Link

In the US, DIY research and ad measurement company Survata has combined attention data from Oracle Data Cloud's Moat Analytics ad-viewability solution to its own ad measurement platform, in order to understand how advertising attention correlates with brand impact.

Moat Analytics, which is accredited by the Media Rating Council, provides marketers with an analytics system that tracks how consumers pay attention to ads. Paired with Oracle Data Cloud's attention data in real-time, the partnership will enable marketers not only to track how viewability affects brand impact after an ad runs, but also use the data to adjust strategies during a campaign.

Chris Kelly (pictured), founder and CEO of Survata, comments: 'The digital brand advertising landscape today faces an unprecedented amount of uncertainty and volatility, and advertisers are hungry for any and all data that proves their efforts are working. Now clients of Survata and Moat will either be able to prove that digital ads are influencing customers, or have the data to make the correct adjustment on the fly'.

Web sites: www.survata.com and www.moat.com .