Moat Reach is an Oracle Advertising product that provides data on viewability and advertising effectiveness for specific ads and campaigns, along with audience and identity data for those advertisements.
Through Moat Reach, clients can learn which audience segments advertisers are reaching, at what frequency, and their relevance to the advertiser’s intended target audience, along with the viewability and attention metrics of the ads being shown.
Moat Reach is a measurement offering that combines data from Moat Analytics with Oracle Advertising’s audience and identity data to provide correlated information.
Primary Users
Moat Reach is used primarily by advertisers and those working with them, such as agencies and advertising technology partners. It is also used by publishers and platforms who want to understand data on their audiences and advertising.
Use Cases
Moat Reach helps advertisers understand whether their messages are reaching the right people often enough, and in the right places. It helps them understand common metrics for their advertising, such as unique reach, frequency, and intended audience.
Moat Reach is available for desktop, mobile, mobile app, and select CTV (or OTT) installations. Moat Reach provides reports that give a single view of aggregated and correlated data on ads for multiple factors, including:
- Viewability and attention metrics provided by Moat Analytics
- Reach and frequency for specific target audience segments
- Demographic breakdowns, such as household, age and gender
- The platform and device on which the ads were shown
Users can choose to view all the impressions they served or filter for impressions that meet specific viewability standards. They can view campaign data reported in timeframes such as one-day, seven-day, 30-day, or campaign-to-date, and can view the data at the impression-, device-, person-, or household level.
How Moat Reach Works
Moat Reach uses a call to fire a 1x1 pixel, which is integrated into the JavaScript tag used for Moat Analytics1. When the tag (called OneTag) is activated, it fires the pixel, which then accesses audience and identity data from both online and offline sources held by Oracle (referred to as the Oracle ID Graph, described below). This action allows the audience and identity data to be matched to the information gathered from the impression.
Moat Reach does not drop new cookies or add data to the Oracle ID Graph.
Impression Collection
Moat Reach collects ad impression data from digital, CTV/OTT, and TV sources.
Impression data is collected using OneTag, which is the Moat JavaScript tag plus the Oracle pixel (also referred to as the identity beacon). OneTag collects the same viewability metrics as the Moat JavaScript tag. For Moat Analytics customers, Oracle can push a JavaScript update to add OneTag. Moat Reach can access data only if OneTag is in place.
Measurement of TV impressions is done via licensing from iSpot TV2, which uses automatic content recognition (ACR)3 to catalog ads on opted-in smart TVs. TV impression data is collected at the household level.
Impression data collected for Moat Reach includes an identity linkage (Oracle cookie or MAID4 for digital, IP address for TV) and metadata about the impression. Metadata includes time, campaign, media partner, viewability and attention statistics, the nature of the ad (such as digital, display), device type (mobile, desktop, etc.) domain, etc.
Oracle ID Graph
The Oracle ID Graph covers nearly all U.S. adults through both owned and operated, and licensed data.5 It includes more than 220 million people over 18 years old and 115 million households.
The Oracle ID Graph started over a decade ago as part of NextAction’s mail order catalog business (which became Datalogix and was purchased by Oracle). Starting with “households” and the names and postal addresses of those households, the ID Graph was expanded by adding online data such as cookies and email addresses as retailers took their businesses online.
Oracle sources more than 12 billion linkages, scores them, and then uses approximately the top 20%.
Audience Profiling
An audience (which some in advertising refer to as an “audience segment”) is composed of a list of IDs categorized to combine behavioral and profile data to create what are known as segments and targets, such as “Baseball Fans” or “Top 10% of Fashion Accessory Buyers.”
Oracle has approximately 2,000 such audiences that are updated regularly with transaction data, online behavioral data, and other data. Oracle calls these pre-built, standardized audiences “syndicated audiences.”
Moat Reach can profile three types of audiences:
- Any syndicated audience
- A custom-built audience, requested by a client
- First-party audiences chosen through the Oracle Data Management Platform (formerly BlueKai, and Oracle OnRamp). Clients can bring in their own first-party data on customers to be used in the systems.
Each of these audiences is matched to people and households in the Oracle ID Graph, along with impressions, to profile reach and frequency by audience.
Methodology and Assumptions
After the data sources have been processed, Moat Reach uses its proprietary methodology for estimating nationally representative data. Some assumptions are made to fill any data gaps, such as:
- For digital media, Oracle captures impression data but cannot match data for all of them to an ID graph, for example when the needed cookie data is not available.
- Some impressions are unmeasurable for reasons outside Oracle’s control. Oracle considers these impressions unmatched.
- For TV, Oracle is provided data for approximately 6 million matched households and uses that data to estimate all U.S. households. For reporting, Oracle applies demographic information to the entire household, assuming 1.2 people per household.
- For data received from third-party vendors, such as that used for CTV/OTT, the data may not provide full matches for what is available in the Oracle ID Graph.
Oracle also accounts for known biases that may appear in data. For example, Oracle uses U.S. census demographics to account for the number of households with internet access or televisions. Some of the methods used are proprietary to Oracle.
Metrics
Here is a description of metrics used by Oracle and examples of these metrics.
Description | Example |
Topline Reach & Frequency | How many households did my brand's messages reach last month? |
Viewable Reach & Frequency | How many people saw a viewable impression in the last 90 days? |
Audience Reach & Frequency | How many salty snack buyers did I reach, and what was their average frequency? |
Audience On-Target Performance | How efficient was my DSP at reaching my relevant audience compared to my direct buy? |
Share of Total Audience Reached | How many households in my relevant audience did I reach? |
Demographic Reach & Frequency | How many times did 18- to 37-year-old women see my ad? |
Platform Reach & Frequency | How many people saw an ad on desktop, and how many on mobile? |
Platform Overlap | How many households saw both a desktop and TV ad? |
Programs & Domains Rank (Impressions Only) | What were the most common TV shows (or domains) my ads were served on? |
Implementing Moat Reach
Setup of Moat Reach requires help from our account and integrations teams. Moat Reach is available in the United States only. In certain circumstances our pixel may be blocked from firing. In others, our JavaScript may be prevented from running. Custom integrations may be required for certain applications. Mobile Advertising ID (MAID) must be enabled for tracking in certain mobile apps and will require integration with the Moat SDK. For video, Moat Reach may require implementation of a VPAID wrapper.
Once Moat Reach is implemented, clients with access to the account’s Moat Analytics user interface (UI) will also have access to Moat Reach reporting.
Oracle policy bans use of Moat Reach to create direct targeting or derivative targeting offerings. Systematic controls are in place to ensure proper separation of data gathering and processing.
Notes
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https://en.wikipedia.org/wiki/Automatic_content_recognition ↩
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Mobile Advertising ID ↩
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Oracle owns and operates assets such as a retail co-op direct mail business and Crosswise, a cross-device linkage company, and licenses data from more than 25 partners. ↩