What is Pathmatics?
Pathmatics is a marketing intelligence platform designed for the digital advertisers to ease their marketing strategies and operations. The application assists in answering digital questions across YouTube, Facebook, Twitter, mobile and more. One can see ads served and come across different digital marketing strategies of brands and publishers easily. In other words, this software provides the ‘what’, ‘when’, ’where’, ‘who’, and ‘how’ the brands need to advertise. This would help change the way marketers win in the digital platform. With Pathmatics, users come across an easy-to-use platform that requires them to spend less time on preparing reports. Besides this, it also aids one to make better decisions confidently, and come up with robust and accurate digital advertising data. Lastly, one can make use of the digital insights, pitch a new business and craft creative campaigns resulting in growing business profits. Pathmatics is a reliable platform that helps to bring transparency to one’s competitor’s digital ad strategies and plans across various social channels.
Pathmatics Features
Pathmatics Your Dashboard
When you login, “My Dashboard” will be your primary view. Your Dashboard is 100% personalized based on the advertisers, websites, and ad networks you choose to follow. Simply click the “Follow” button next to any advertiser, website, or publisher profile, and it will be automatically added to your Dashboard.
Once you have a collection of brands you follow, the Dashboard will present real-time data and insights whenever you login—from impression spikes, new creatives, new creative alerts, direct and indirect buying opportunities, and more.
For a more in-depth look at setting up your Dashboard, read 3 Ways to Get the Most Out of Your Pathmatics Dashboard.
Pathmatics Top Advertisers
Next, navigate to Top Advertisers from the main toolbar.
The Top Advertisers feature provides a full breakdown of direct and indirect brand spend across all industries. You can get more granular with your data by taking advantage of the following filters:
- Device and format (e.g. desktop display, mobile display, mobile video, etc.)
- Direct vs. indirect advertisers
- Date range
- Region
Scroll down the page to compare industry advertising activity by relative frequency (see image below) and top purchase channels.
Pathmatics Advertiser Categories
Zero in on your industry with the Advertiser Categories tab. You can choose a category (e.g. Advertising and Marketing, as pictured below) and browse top advertisers in that select vertical—segmented by date range and device type.
Taking it a step further, the Advertiser Categories section also showcases top creatives by trade, as well as top sites, spend, and impression share. You could potentially uncover missed advertising opportunities or discover new networks to leverage for more impressions using this data.
Pathmatics Advertiser Comparison
Already know who your top competitors are? Using Pathmatics, you can spy on competitor strategy and create a side-by-side comparison of brand advertising efforts. Discover how your brand stacks up in the following areas during a specific time period:
- Overview: Overall spend and impression volume, alongside total number of creatives.
- Historical Comparison: A timeline of daily spend and impressions to uncover traffic spikes and long-term trends.
- Top Sites Running Creatives for [BRAND]: Full listing of sites (indirect and direct) running creatives for your competitor as compared to yours.
- Top Sites NOT Running Creatives for [BRAND]: Full list of sites that are not running creatives for your competitor.
- Purchase Channel Breakdown: Spend and impression share broken down by network (direct, DSP, ad network, or unknown).
Below is an example overview comparing fitness brands Nike and Adidas. To further strategize with Pathmatics, read How to Become an Ad Spy.
Pathmatics Site Comparison
Site Comparison lets you conduct a side-by-side analysis of select websites. This tool is a game-changer when deciding between two third-party outlets for spend share. Compare two sites to answer questions like:
- Who are compared sites selling impressions to?
- What other brands are advertising on these sites?
- Which brands have chosen not to advertise on these sites?
In the following example, we’ve compared Time.com and CNN.com.
Pathmatics AdMocker
Using AdMocker, see how your ad would look on select sites. It’s easy: enter a desired URL where you plan to allocate ad spend. Then, upload or select a sample ad, then drag and drop your ad on the page.
In the example below, we’ve mocked up how an Apple “Carpool Karaoke” ad might look on Buzzfeed.com.
Pathmatics Chrome Extension
To get real-time ad information while you browse industry website, download the Pathmatics AdRoutes extension for free. Once installed, you can access brand advertising data without leaving your browser.
We’ve developed the Pathmatics platforms so that it’s intuitive, easy to navigate, and able to power your ad strategy. Want to learn more? Take Pathmatics for a test drive.
Conclusion
Today's advertisers need a cost-effective, simple solution to improve current campaigns and develop effective strategies. Pathmatics offers transparent way to streamline your competitive research and campaign reporting.
