Pathmatics Overview
Pathmatics is a comprehensive marketing intelligence platform designed to provide digital advertisers with unparalleled insights into marketing trends, competitor strategies, and the broader digital advertising landscape. Here’s a detailed look at what the product does and its key features.
What Pathmatics Does
Pathmatics is a digital advertising intelligence platform that brings transparency and actionable insights to digital advertising. It empowers brands, agencies, and publishers by tracking and analyzing digital advertising campaigns across various channels, including social media, display, video, mobile, tablet, and Over-the-top (OTT) platforms. This platform helps users navigate the complex digital landscape, optimize their marketing strategies, and drive growth.
Key Features
1. Ad Intelligence and Tracking
- Pathmatics offers real-time ad detection, ad spend tracking, and ad performance metrics, allowing users to monitor and analyze their own and competitors’ advertising activities.
2. Competitor Analysis
- The platform provides detailed competitor analysis, enabling users to understand competitor strategies, ad spend, and creative assets. This feature is crucial for benchmarking and improving one’s own marketing efforts.
3. Cross-Functional Access and Multi-channel Tracking
- Pathmatics allows for cross-functional access, ensuring that various teams within an organization can leverage the data. It also supports multi-channel tracking, giving a holistic view of advertising activities across different platforms such as Facebook, Instagram, Twitter, YouTube, and OTT services.
4. Creative Analysis and Ad Format Analysis
- Users can analyze the creative assets of ads, including video and static options, to understand what works best in the market. The platform also provides insights into different ad formats and their performance.
5. Ad Placement Insights and Geo Targeting Analysis
- Pathmatics offers insights into ad placements, helping users understand where their ads are being displayed and how they are performing in different geographic regions.
6. Audience Segmentation and Ad Viewability Metrics
- The platform allows for audience segmentation, enabling targeted marketing strategies. It also provides ad viewability metrics to ensure that ads are being seen by the intended audience.
7. Campaign Optimization and Ad Fraud Detection
- Pathmatics helps in optimizing campaigns by providing real-time data and performance metrics. It also includes ad fraud detection to ensure that advertising budgets are not being wasted on fraudulent activities.
8. Customizable Dashboards and Historical Data Access
- Users can create customizable dashboards to visualize the data in a way that suits their needs. The platform also provides access to historical data, allowing for long-term trend analysis.
9. PathSource Technology and Data Taxonomy
- Pathmatics uses its patent-pending PathSource Technology to track the journey of each ad impression from the publisher to the advertiser, including programmatic channels. The platform’s data taxonomy is designed to categorize and classify advertisements in a granular and relevant manner.
10. Global Coverage and OTT Advertising Intelligence
- Pathmatics offers global coverage, providing insights into digital advertising trends in over 10 countries. It also includes OTT advertising intelligence, giving visibility into creatives, spend, and impression trends from streaming services.
Functionality
- Data Feed and Integration: Pathmatics Connect by Sensor Tower provides a data feed that integrates with various systems, tools, and models, allowing users to create their own dashboards, reports, and data visualizations.
- Explorer Intelligence Platform: The Pathmatics Explorer platform delivers a complete and accurate picture of the digital advertising landscape, using both crawler- and panel-based data sourcing technologies.
- Customer Support: The platform offers customer support through phone and online ticket systems, ensuring users have the help they need to maximize the platform’s benefits.
In summary, Pathmatics is a powerful tool for digital advertisers, offering a wide range of features and functionalities that enhance marketing strategies, optimize campaigns, and provide actionable insights into the digital advertising ecosystem.