Web analytics firm Moat has raised $50 million in new funding. Aiming to take on Google, Nielsen, comScore and other digital media companies, Moat will develop a standard metric that would serve as
the currency for buying and selling digital ads. Moat is known for tracking viewability to determine whether online ads are seen by real people and not robots. Now Moat wants to help advertisers and
publishers assess whether people pay attention to digital ads and are influenced by them. The goal is to have advertisers negotiate ad deals using the new metric rather than billing advertisers "based
on how many ads are delivered to a Web page by 'ad serving' software," the
Wall Street Journal reports.
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