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Competitive Intelligence Solutions: How to Cut Through the Clutter

March 07 2018 by Jordan Kramer
Are you in the market for an competitive intelligence solution to enhance or improve your digital efforts? Perhaps you’re window shopping for data so that you can run more competitive campaigns. Or maybe, you want to know where you’re wasting money in your ad buys. Whatever the reason, advanced tools give you a way to see into the digital advertising landscape and bring you more success in your ad execution.
Here’s a look at what marketing intelligence tools can and can’t do, the pieces of data your tool should provide, and how this applies to your competitive strategy.

What Ad Intelligence Tools Can and Can’t Do

First things first, what does a competitive intelligence solution actually bring you? For starters, the type of data provided by a tool helps to inform your digital advertising strategy by providing spend insights and transparency. Brands use this data to benchmark against competitors, audit current campaigns, decrease fraud, and eliminate waste.
Understanding how a site is selling, and how partners are buying inventory, helps you to negotiate better deals and evaluate prospective vendors. Is a  partner you’re already working with placing creatives on a site you’d like to target? Having this data at your fingertips enables you to become a more powerful force for buying the placements that bring you the greatest return.
What can’t an ad intelligence tool do for you? Well it’s up to you to determine the most effective channels to advertise on, but having transparent data certainly helps you make that call. Ad intelligence tools also cannot negotiate or buy on your behalf. But, when you can see under the hood of a site’s selling strategy, you are in a better position to make more data-driven and confident decisions.
Head over here for more information on what ad intelligence tools can and cannot do for you.

What Pieces of Data Should Your Ad Intelligence Tool Provide?

Your business is digital and you need directional data that is as real-time as you can get. An ad intelligence tool should provide you up-to-date data go guide your day-to-day decisions.
How is your industry spending? An advanced tool can show you how your category is buying ads across different device-types, giving you an important benchmark to consider when planning your campaigns. What sites are brands within your category targeting? An ad intelligence tool will show you top sites by spend and impressions so you can identify any missing opportunities in your strategy.
In addition to top advertisers and sites within your category, how are similar brands actually buying? Are they going direct or using ad tech partners to execute their ad placements? A best-in-class tool will show you a breakdown of how all of the ads within your category are being purchased so you can view top partners. Digging deeper, you can take a look at the top advertisers and sites per vendor to give you a big picture of how a vendor operates.
For more information on the data an ad intelligence tool should offer, click here.

Because, Your Competitor Is Already Watching Your Every Move

Competitive intelligence solutions are becoming increasingly more important as brands turn to digital and fight for impressions. Chances are your competitor has already enlisted an ad intelligence tool to analyze their own campaigns, and to research yours. Do you have a way to see your competitor’s top creatives, the sites they are running (both directly and programmatically), the ad tech vendors they are partnering with, and historical data trends? Do you know what creatives they ran yesterday? If the answer to those questions is no, you may want to consider investing in a tool that can do your work for you.
Read more on why this matters for your brand here.

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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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