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Pathmatics Blog
Ad Intelligence 101 |


Marketing Intelligence Platforms: 4 Key Features to Expect

February 07 2018 by Jordan Kramer

Whether it’s to build creative campaigns or gain insight on competitors, more and more brands are taking advantage of ad intelligence platforms to build smarter strategies. If you’re new to the market, finding a suitable platform can sometimes feel overwhelming. 

That’s where we come in. In this post, we highlight key features you should expect from your marketing intelligence platform.

1. Substantial brand tracking.

Most advertising intelligence tools don’t cast a wide enough net when it comes to brand tracking. This is a red flag. 

You want your ad intelligence platform to track as many brands as possible. After all, the more insight and data you can gather from various brands in your industry, the better.

Ad intelligence platforms that provide plentiful brand tracking for hundreds, even thousands of brands, allow you to holistically evaluate competitor ad spend and performance. They also empower your team to track your own brand’s performance and compare it with industry leaders.


2. Social spend visibility.

Social media advertising budgets have nearly doubled since 2014. As more and more brands continue to focus a majority of paid campaigns on social media networks, your ad intelligence platform must track social spend (at the very least for Facebook).

With visibility into how much leading brands are spending on social media, you can more effectively map out your own budget for each network. This can eliminate the risk of overspending, help you to beat the competition, and identify which networks are most successful in reaching your consumers.

3. Device and format insights.

It’s also imperative to be mindful of ad types across devices and formats.

Need proof? In 2017, mobile traffic made up more than half of all web traffic for the first time ever. If you’re an advertiser still focusing on traditional TV advertising, then you’re doing it wrong. Ad intelligence platforms that provide insight into which channels generate the most impressions are extremely valuable. 

Device and format insight allows advertisers to spot trends in consumer behavior, based on which devices are producing the most impressions. When used correctly, this feature can keep you from spending money to advertise through devices that might not be performing as well. And who doesn’t like to save money?

4. Site spend share data.

If you’re not measuring up to competitor reach, you might not be advertising on the right sites. But, how do you know? 

Let’s say you’re an up-and-coming consumer electronics company that needs direction as to where to advertise. If you have the right ad intelligence platform, you can use it to look and see what sites are performing best in your trade. 

For example, brands in the computers and consumer electronics industry spent a total of $378,441,700 to advertise on YouTube in 2017. In return, the online video-sharing website generated over 23 billion impressions for its advertisers.

However, if you take a closer look, you’ll see the next most preferred site, Amazon, collected $110 million less in total ad spend, but generated almost twice the amount of impressions (54,114,517,900) as YouTube. If you’re a consumer electronics advertiser looking for bargain, consider advertising on Amazon.


Not all ad intelligence platforms are the same. Some include more robust functionality than others. If you’re a beginner or someone just looking to upgrade, look for these four valuable features and give yourself a competitive edge.

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About Author
Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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