Moat builds analytics and intelligence products for brand advertisers and premium publishers. Its offerings include Moat Intelligence, a cross-platform analytics tool that measures and drives attention on ad impressions and content views, and Moat Pro, a real-time marketing and ad intelligence platform for buyers and sellers. The company was founded in 2010 by Noah Goodhart, Jonah Goodhart and Michael Walrath and is based in New York City. Moat is advancing a new measurement product for web advertisers and publishers to assess whether people are attracted to and interested in digital ads. The company is using newly raised funds for product innovation and expansion of operations. The article does not report operating metrics such as revenue or user counts. Moat provides analytics and measurement tools that move beyond click-based metrics, offering engagement-focused products delivered via a SaaS subscription model. Its Moat Intelligence product is used by about 15,000 businesses and the company says it has measured billions of impressions. The company has a patent-pending real-time analytics platform called Moat Analytics that follows campaigns based on engagement rather than clicks. Moat charges flat monthly subscription fees rather than taking a percentage of media spend and reports “very strong demand” for that model. The company plans to expand its product portfolio, with a Premium Intelligence Platform due out later this year. Management declined to disclose revenues in the article but emphasized growth in demand and product expansion. Moat offers a display-ad search engine that lets industry users see which campaigns are running online and a brand analytics product that measures attention via mouse hovers and heatmaps. The company aims to replace clicks as the primary metric for display-ad effectiveness, arguing that clicks poorly represent brand attention (only 8% of internet users account for almost 85% of display ad clicks). Moat’s heatmap analytics show where users hover and click on ads and are sold to brand advertisers to help identify and fix underperforming creatives. The company plans to test different ad versions to determine which draw the most attention and to build a marketplace for ad designers to create and iterate multiple ad variants. Moat was founded by former Right Media CEO Mike Walrath and brothers Jonah and Noah Goodhart. Financially, the team previously seeded the company with $3 million from their WGI Group vehicle and has just raised an additional $1.5 million.

Total raised

$64M

Funding rounds

3

Latest round

Series C

Latest activity

Mar 2016