Moat, the US-based media analytics provider backed by telecommunications firm Softbank, has raised $50m in a series C round led by venture capital firm Insight Venture Partners, the Wall Street Journal reported yesterday.
Founded in 2010, Moat has created technology that can determine whether an online advert can be seen by users.
The company is also buildng a platform that tracks whether a user notices an advert and reacts to it, aiming to make that metric the standard for buying and selling advertising. It is focusing on native advertising on services such as ephemeral messaging tool Snapchat.
Moat had previously raised more than $17m in funding, including $12m in a series B round in 2012 led by venture capital fund Mayfield Fund that included Softbank Capital, a corporate venturing subsidiary of Softbank.
Moat’s other investors include SV Angel, Founders Fund, Vast Ventures, Lerer Ventures, Founder Collective, First Round Capital and WGI Group, an investment vehicle owned by Moat’s founders.