Another way you could try would be to animate the start/end parameters of a 3D gradient. It’s not that tricky as long as you’re okay doing it along one of the world axes. Can still be done if you want a more arbitrary path, but a little more involved.
In the example below I used a little Xpresso to help. Basically I just fed a number into the gradient x start position and then added 250 to that and fed that number into the end position. So moving the slider moves the gradient along World X.
Example file: 8235_texturewipe.c4d.zip