Moat, a SaaS company that is developing tools for brand advertising online, announced today it raised $12 million in a Series B round from Mayfield Fund. In its Angel and Seed rounds, Moat previously raised $4.5 million, which includes a $1.5 million round led by Ron Conway’s SV Angel.
Moat was founded in 2010 by brothers Noah and Jonah Goodhart and Michael Walrath, former Right Media CEO. The company develops technologies for their proprietary brand analytics platform as well as an online display ad search engine. Moat’s analytics offering focuses on creating a new standard for consumer attention measurement. The company’s proprietary ad search engine makes it easy to find what and where ads are running from the top brands and sites. Moat was recently named one of Digiday’s 5 Ad Tech Startups to Watch.
This Series B round for Moat will be used towards expanding their team and a continued focus on building innovative products.