Oracle Moat's lightweight measurement tag system delivers rich insights without sacrificing site performance

October 21, 2021 | 5 minute read
Lauren Michalski
Product Marketing Manager – Measurement, Oracle Advertising
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Oracle Moat MeasurementPage load time has an outsized effect on site performance, visitor experience, and even SEO. Studies by Google have shown that the likelihood of a user bouncing from a site increases 32% as page load time increases from one second to three seconds. And 53% of mobile visits are abandoned if the site takes longer than three seconds to load.

Page speed is also a critical factor in influencing how popular search engines, like Google, rank sites in search results, so it pays to keep your site running smoothly and free of clunky tech that noticeably dampens performance.

One of the biggest culprits of high latency is the collection of crawlers, tags, and integrations that publishers use to facilitate and measure digital marketing and advertising programs. While these tracking integrations offer the prerequisite functionality to measure performance, monetize inventory, and segment audiences for advertising purposes, they often add unwanted weight to the page, which drives up script evaluation and CPU time.

Oracle understands this challenge, which is why we’ve released an update to our header tag that collaborates with our new feather-light creative wrapper to deliver rich analytics and intelligence solutions without sacrificing site performance. Our mission is to help customers measure every impression with the full suite of Oracle Moat Analytics so they can improve performance across the scope of their campaigns and media inventory. 

The easy-to-implement, lightweight creative wrapper works seamlessly with Oracle Moat’s proprietary header tag to help publishers grow revenue by improving website performance, page load times, and overall visitor experience.

“The drive to innovate is the key to the remarkably strong partnership we have with Oracle Moat. Improving our overall website performance with significantly lighter weight measurement tags is just one way we’ve been working together to provide the best possible customer experience. Since migrating to the new header tag system, we’ve experienced an 11% boost to our site’s overall speed, which equates to a 2-second perceived improvement in mobile performance— all while maintaining the same level of Oracle Moat accuracy. Given the number of variables involved in our typical page-load, these results are impressive!” -Matthew Pferschy, Director, Ad Operations | The Business Journals

Read our FAQs below to learn more.

FAQs: What you need to know about Oracle Moat’s new measurement tag

What enhancements have been made to the current Oracle Moat header tag?

The header tag is now able to unlock advanced Oracle Moat Analytics solutions a la carte, all through a one-time implementation. The updated header tag can enable:

  • Yield Intelligence: Oracle Moat’s ad-slot targeting solution that helps reduce waste and over-buffering (ultimately, increasing yield) by targeting viewable, human, and brand safe inventory.
  • Inventory Intelligence: Oracle Moat’s smart refresh feature to improve viewability by maximizing the value of the time spent with ads in view
  • Oracle Moat Measurement across Google AdX and HTML5 inventory, including a full suite of Moat Display metrics.
  • Content Analytics: Oracle Moat’s page-level analytics that support a better understanding of human behavior, attention, and engagement across editorial and sponsored content and page formats.
  • Oracle Moat’s lightweight creative wrapper: A significantly lighter JavaScript creative wrapper that runs measurement across display inventory providing the full suite of Oracle Moat Display Analytics.

Whoa! My current Oracle Moat header tag is about 70-90KB in weight and can enable a limited set of solutions compared to the list above. Does this mean my new header tag will be double the size and weight?

No! The Oracle Moat team has built proprietary code that allows the updated header tag to remain around the same size and weight (~70-90KB), despite the added solutions and code enhancements.

So, what exactly is the lightweight Moat wrapper?

The lightweight wrapper code (~1-3KB) is essentially the same type of wrapper as the standard Oracle Moat JS wrapper (~90KB); however, it works in collaboration with the one-time implemented header tag on the page to conduct measurement. The lightweight wrapper code will replace the existing standard Oracle Moat JS wrapper code.

With the lightweight creative wrapper that works seamlessly with the updated header tag, you can continue to receive the same rich data and insights related to your display inventory without compromising on page performance.

How does the new creative wrapper deliver the same level of measurement with a significantly smaller script size?  

The new, lightweight wrapper code simply replaces the existing creative wrappers on ad slots running across a publisher site. The lightweight wrapper finds the ad slot, gathers basic information about the ad, and passes on the Oracle Moat measurement capability to the header tag on the page.

Essentially, the header tag is now responsible for measuring Oracle Moat Display Analytics with the same level of sophistication publishers are accustomed to—including some exciting enhancements to the overall code.

What happens if the header tag is not on the page?

When the header tag is not found on the page, the lightweight wrapper (1-3KB) will call the standard JS wrapper (~90KB) for each ad slot on the page. This ensures measurement coverage across all inventories. However, the publisher will lose out on the page performance benefits and tag efficiencies created from using the header tag + lightweight wrapper set up.

When will the new, lightweight tag be available?

For publishers interested in migrating to the updated header + lightweight wrapper tags, please reach out to your Oracle Account Manager today!

Publishers must meet the following criteria to migrate to the lightweight tag setup:

  • Standard Oracle Moat creative wrapper is implemented across all or most inventory
  • Header tag is implemented across all or most pages and is active
  • All or most inventory is owned and operated by the publisher (or the publisher is able to add a header tag to the pages they’re looking to measure)

How do I implement the updated header tag and lightweight wrapper tag?

Implementation is turn-key for existing publisher clients who meet the criteria above. Provided Oracle Moat’s standard wrapper and header tag have already been implemented across all inventory, the tag migration to the updated header tag and lightweight wrapper is handled entirely by the Oracle Moat team. This means the code is pushed from Oracle Moat’s end, and there is no requirement to remove or add any new tags from the publisher client’s end.

Does migrating to the new tag pose a risk of a dark period or any disruption in a publisher's existing reporting?

Current publisher clients should not experience any disruption in measurement reporting during the migration to the new lightweight creative wrappers. The Oracle Moat team will closely monitor the process during and after the migration to ensure every step is tracking as expected.

Oracle Moat has already completed this migration for several existing clients, and we’ve not experienced any breaks or dark periods in measurement during the migration period.

How long will the migration from the standard Moat JS tag to the new tags take? 

Oracle Moat will work with publishers that qualify to schedule a migration date for existing tag setups to the updated header tag and lightweight wrapper setup. Once the migration date is agreed upon with the publisher client, Oracle Moat will initiate the migration on our end. The migration usually takes up to 24 hours.

Want to learn more about Oracle Moat Measurement? Schedule a demo today.

Lauren Michalski

Product Marketing Manager – Measurement, Oracle Advertising

Lauren Michalski has worked in the ad tech sector for over 9 years, holding various roles in account management, business development, and marketing. At Oracle, Lauren is a product marketing manager for Oracle Moat's suite of cross-platform measurement solutions, including audience verification, attention, and performance analytics.

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