Technology is a mission-critical piece of any modern marketing strategy. Based on the State of Marketing Technology report released by WalkerSands, 88% of respondents said they use at least one marketing technology (martech) tool on a “regular basis.”
So, if you’re in the market for an ad intelligence solution, how do you know which one is right for you? And because not all ad solutions are created the same, how do you know you’re selecting the right one?
In the case of Pathmatics, there are three reasons brands buy it.
1. To Spy on Competitors
By the end of 2020, the business intelligence market is expected to reach $22.8 billion, according to Gartner. As more brands turn to business intelligence solutions for successful results, more and more brands are relying on Pathmatics for insight into their opposition’s strategy.
With our tool, you’re able to view thousands of different digital buying strategies and data points. Find out how your competition is buying ads, where those creatives are served, how they’re performing, and who they’re targeting. Top brands purchase Pathmatics because it allows them to do all of the following:
- Identify competitors
- Compare spend distribution
- Determine what strategy works the best
- Examine different audiences
All of this translates into real dollars, since brands are able to build effective ad strategies informed by real data on their market and the competition.
2. To Get Ad Transparency
It’s no secret that the digital advertising industry has a problem with transparency.
Ad fraud plagues advertisers everywhere. And lack of insight into where ads appear has caused lots of brands to go into emergency mode when they show up next to offensive content. In both cases, not being able to see where and how your ads reach consumers is a real problem.
Advertisers use Pathmatics to hold partners accountable by ensuring creatives are efficiently running on reliable sites. Thanks to the tool’s comprehensive data on the whole ad process from purchase to placement, brands are able to:
- Ensure brand safety: Uncovering specific paths your digital creatives take can prevent your brand from appearing next to unfavorable and inappropriate content.
- Create budget transparency: Viewable ad paths provides transparency from purchase to placement. This helps you identify costly middlemen and inefficiencies during the placement process.
- Improve strategy: Knowing the paths your digital ads take allows you to track performance. Pathmatics helps you analyze how many impressions you’re generating, the channels and devices that perform best, and the total spend.
3. To Improve Performance and Save Money
Digital ad intelligence solutions provide the data needed to adjust strategies in real-time, react to competitors, discover new opportunities and improve performance.
Our data allows advertisers and publishers to analyze the performance of different channels, creatives and placements in real-time. This helps them see where they’re advertising, how many impressions they’re getting for their money, and where those impressions come from.
For example: You can use Pathmatics to look at how previous campaigns performed and analyze the amount of money spent to generate those impressions. These types of insights are used to create more efficient budgets and to tailor messaging that resonates (and nix messaging that doesn’t).
Brands value this data because it helps them avoid costly mistakes, like advertising on low-performing channels and sites. These insights help them adjust their budgets accordingly and achieve successful outcomes without spending a fortune.
Want to see for yourself why top brands buy Pathmatics?
Ken Roberts has been immersed in marketing and technology for over a decade, merging creative strategies with the latest technology, to bring products together with the people who need them. With degrees in Engineering, Computer Science and an MBA, Ken’s background in product management, marketing, sales, analytics and technology lends to his ability to attack product challenges on multiple levels. Ken began his career developing software solutions for medical records before transitioning to marketing. Ken focused on building marketing departments and operating in-house agencies. Ken’s experience with digital platforms, internet based marketing, lead scoring and business intelligence, and reporting, as well as a keen market understanding, are a welcome addition to Pathmatics, only matched by a leadership philosophy that encourages high creativity and ownership from his team.