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Pathmatics Blog
Ad Intelligence 101 |


Competitive Intelligence Tools: Software to Track the Competition

October 12 2017 by Jordan Kramer

Having access to the best competitive intelligence software is crucial to your success in the advertising world. Why? Because even if you don’t have this software, your competition probably does, and they’re watching your every move.

How can you even hope to stay competitive when your competition is learning from your mistakes and making more strategic decisions based on your slip-ups. How can you compete when you have nothing to benchmark your success against, while the competition is using your strategy as an example of what to do or what not to do? 

You need competitive intelligence. You just do. But it’s a big market out there with what feels like a million different options. Here are some of your options if you’re ready to jump on the bandwagon.

Open SEO Stats 


We thought we’d start with a free, easy-to-use tool. Open SEO Stats allows you to see where you stack up to the competition in terms of web presence. This browser extension allows you to view any site’s:

  • Traffic stats
  • Backlink stats
  • Indexed pages
  • Cached pages
  • Geo IP Location
  • Domain information
  • Site security
  • Social stats
  • Meta information
  • Page speed

This tool is effective at monitoring the competition’s long-term plays. Are they suddenly gaining inbound links, possibly indicating a PR push? Maybe they’ve been updating their meta information for higher search engine rankings. This tool will tell you all of that.

iSpionage Tools-image-2.png

This tool, which runs from $29 to $299 per month depending on your package, gives you insights into your competitors pay-per-click (PPC) and search engine optimization (SEO)  strategies with in-depth keyword data from Google, Bing and Yahoo.

Here’s some of the information iSpionage offers:

  • PPC keywords from Google, Yahoo and Bing
  • Average ad position
  • PPC budget
  • Top ads in Google
  • Top PPC competitors
  • Competitor offers and landing pages

This tool allows you to monitor and analyze your PPC and SEO strategies compared to your industry. You may see some keywords you didn’t think of bidding on, or notice that your competition is spending more (not a bad argument to take to the C-suite for more budget).



This tool gives you a full report on every program that contributes to a competitor’s site. BuiltWith allows you to see everything from email services (Mailgun, Zendesk, etc.) to advertising services (Adroll, AppNexus, etc.) a site uses.

BuiltWith offers features to improve:

  • Lead generation
  • Market analysis
  • Sales intelligence
  • Data coverage
  • Cyber risk auditing
  • Alternative data
  • Report filtering

BuiltWith can help you identify the behind-the-scenes elements on your competitors’ sites that you’ve always wanted to steal.



This tool’s logo is a pretty cute dog, so we thought we’d throw it on the list. 

Just kidding (but it is cute). TrackMaven is a tool for those who want to track their competitors’ content efforts. The tool offers insights into the performance of competitors’ content across: 

  • Social media
  • Blog
  • Email
  • Ads
  • Website

This tool lets you filter your data for what works, so you can automatically uncover the best content strategies for repurposing and redistribution. You can also track how your own marketing stacks up against your industry.



Yup, we put ourself on the list. But it’s only because our Pathsource technology honestly isn’t something you can find anywhere else. Pathmatics offers video, display, mobile, tablet and native advertising intelligence with a level of granularity that’s unmatched. 

Pathmatics doesn’t just recognize the participants in the ad serving process. Pathmatics shows you a clear picture of the exact path an ad takes from purchase to placement. When Pathmatics pulls data on your competitors, your industry, or your own brand, the software will show you: 

  • Spend
  • Impressions
  • Channel allocation (direct, trade desk, ad network, etc.)
  • Site allocation
  • Top ads
  • Spend timing

Pathmatics also offers a customizable dashboard and alert settings so you can closely monitor your competition’s advertising activities.

The result is a level of detail other solutions can’t match, giving you full transparency into the ad spend of your brand and competitors.

Want to see for yourself?

Take a free demo.

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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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