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How Moat Mastered the Art of the Ad Tech Pivot
By: Digiday
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Fresh off an $850 million acquisition by Yahoo, Right Media CEO Michael Walrath and board members Noah and Jonah Goodhart thought their next big ad tech venture was a crowdsourced marketplace meant to connect ad creators with brands. Despite their respect in the ad industry and connections to the largest investors in Silicon Valley and some of media’s biggest, the group’s initial product floundered.

But as they met with potential clients, they noticed analytics questions kept cropping up. So rather than going down with a sinking ship, they shifted their company, Moat, to focus on ad measurement, which proved to be prophetic when it reportedly sold for more than $850 million to Oracle five years later.

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This article was published on Digiday.com.  A full link to the original piece is after the story. www.digiday.com
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