It’s a valid question: What are the advantages of Pathmatics, a digital advertising intelligence tool?
We know what you’re really asking: Why should you pay for Pathmatics? Isn’t your digital advertising doing just fine?
If you're seeing solid returns from your digital advertising, this may not be for you.
But if you see the need for improvement, you should keep reading. Because there are several ways Pathmatics produces real ad spend ROI for brands.
In this short article, we dive into these unique advantages that you can only get with Pathmatics. We'll also talk about why each one will help your brand excel in digital advertising.
1. Pathmatics is extremely powerful.
Pathmatics shows you real-time data on the ad spending of thousands of top brands.
You can see how any company spent money on ads across desktop, mobile, video, and Facebook. You can also see how much they spent, where they spent it, and which creatives they spent money on—for any timeframe.
You can see which sites brands in any industry are advertising on and where they aren't running ads. On top of it all, you can break down the impressions each brand, site, and creative generated.
One Pathmatics customer, a head of global advertising for a top consumer brand, says the tool is perfect to use "as a competitive intelligence and prospecting tool." Brands can see exactly what the competition is up to using it. Then, they can use this data to counter the competition's moves.
Using Pathmatics, brands can:
- View any brand's digital buying strategy. You can see publisher direct deals, programmatic buys, and the exact DSPs and ad networks used.
- Hold partners accountable. Avoid ad fraud and arbitrage by auditing ad spend activity. Ensure creatives run on contracted sites and through efficient buying channels.
- Negotiate better. Whether buying in-house or through an agency, see available inventory on any publisher. Use this information to negotiate better deals, whether programmatic or direct.
- Evaluate partners. With unbiased partner information, evaluate DSP, ad network and even agency partners. See their top clients, publishers and if they're working with your competitors.
2. It’s easy to use.
Despite its power, Pathmatics isn't complicated to use. The tool takes minutes to understand and apply. That's because it has an intuitive interface, simple layout, and sensible design. With just a few clicks, you can dive into any data point and export any information. And it's all in an easy-to-digest visual format that you can analyze at a glance.
Says an account director at a top global agency who uses Pathmatics:
"It's just like another competitive analysis tool we use, only 100 times easier to use and with more features that we love."
3. The data and tech is proprietary.
Pathmatics uses proprietary data and technology, including machine learning, to produce insights you can't get anywhere else.
It's all thanks to Pathmatics’ Pathsource system. Pathsource doesn't simply recognize the various participants in the ad serving process. It actually builds a hierarchy of services, identifying the specific "paths" by which those services were included on the page.
These paths provide valuable detail on the route by which an advertisement was delivered to the user. For example, they can help identify how inventory is being sold (e.g., whether an advertisement was served via reservation, a network, or an exchange). They can also identify how user data is being collected.
4. You can see social media advertising data.
Social is everywhere. Nearly 90% of the top 500 digital advertisers are using Facebook in their ad mix. If you aren't spending on social, now is the time to start incorporating it into your strategy.
Pathmatics now tracks advertising on Facebook, with other social media sites coming later in 2018. Pathmatics uses data from mobile users to provide Facebook ad intel for the United States. It's all powered by monitoring of a proprietary, opt-in mobile user panel across iPhone, iPad, and Android phones and tablets. No personally identifiable information is collected.
Reporting for each advertiser provides creatives, impressions, and spend. It also shows breakdowns for mobile device targeting, creative type distribution, and U.S. state and metro targeting. Included are so-called “dark posts” that don’t run on an advertiser’s Facebook Feed.
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