The Smart Money Pours $1.5 Million Into Moat

The smart money is pouring into Moat, the ad tech startup founded by former Right Media CEO Mike Walrath and brothers Jonah and Noah Goodhart. Ron Conway's SV Angel led a $1.5 million round, along with Founders Fund, Vast Ventures, Lerer Ventures, and Founder Collective. Walrath and the Goodhart brothers previously seeded the company with $3 million from their funding vehicle, WGI Group. Moat is attempting to create new ways to measure the effectiveness of online display ads. Its first product is a display ad search engine that just searches display ads so that people in the industry can easily see what campaigns are running online for different brands. Today, Moat is also launching a new brand analytics product that measures attention based on mouse hovers and heatmaps.

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