Its all about accurate and universal measurement, directly and indirectly through the results of analytics. So this is not surprising.
Oracle buys Moat
Creates the World's Most Comprehensive Cloud Platform for Marketing Data and Analytics
REDWOOD SHORES, Calif., April 18, 2017 /PRNewswire/ -- Oracle today announced that it has signed an agreement to acquire Moat, the fastest-growing digital measurement cloud company. Moat will join Oracle Data Cloud, which uses data and analytics to enhance media for leading marketers and publishers. The combination of Oracle and Moat will connect data to consumer attention for better media experiences and business outcomes. .... "