The holy grail of marketing – reaching the right person with the right message at the right time – drew a bit closer this past week when Oracle announced a $850m acquisition of digital advertising measurement company, Moat Analytics. Read on to discover how iAngels Venture Partner, Kfir Moyal’s predictions about the merging of marketing and advertising tech have started to materialize.

In line with iAngels Venture Partner and CEO of BIScience, Kfir Moyal’s predictions last April, the silos between marketing and advertising technology have continued to collapse, and consolidation is intensifying as Oracle, SAP, IBM, Google, Facebook, Adobe, Verizon and Salesforce compete to build a one-stop-shop for marketers and advertisers.

In an increasingly complex digital world, marketers and advertisers seek easy-to-use platforms that automate tasks and improve ROI. Yet to improve the planning, execution, measurement, and optimization of media campaigns, these platforms must be built on scalable and sophisticated technologies that support each marketing and advertising function. And when these platforms fall short, they look to buy innovative start-ups that help fill in the gaps.

We see these industry dynamics as a tailwind for iAngels’ portfolio companies, BIScience and Protected Media who have both developed and commercialized patented technologies that help advertisers and marketers reduce cost and improve ROI. We invite you to learn more about these companies and our investment theses: BIScience | Protected Media