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Why Pathmatics Believes in Complete Ad Transparency

July 13 2017

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Do you ever worry that your ads aren’t going to the right sites? Or that you’re not spending enough to keep up with your competitors? We’re sure you have if you’re a digital advertiser.

The rise of programmatic advertising, or real-time bidding (RTB), has led to unease and uncertainty around where advertisements are being published. If you wonder whether you’re truly reaching your target audience, you’re not alone.

Pathmatics set out to make the digital advertising space more transparent, and to ensure advertisers are getting the attention they’re paying for. Why? Because as industry veterans, we’ve seen how problematic RTB can be. 

The Trouble with Programmatic Advertising

In today’s world of bots, advertisers are looking for reassurance that their advertisements are being served to the intended audiences and that suppliers are spending their budgets appropriately. In a study conducted by the World Federation of Advertisers, 90 percent of respondents admitted to reviewing their programmatic advertising contracts and demanding more transparency. 

We don’t blame them. Your digital ads could be showing up beside neo-Nazi and jihadist content.

So why do advertisers continue to use RTB? This automated method offers unparalleled efficiency and, oftentimes, precise targeting at a massive scale. But it’s difficult to monitor.

Advertisers shouldn’t have to weigh these significant benefits with potentially damaging risks, because it doesn’t have to be this way. The industry is in dire need of accountability and complete ad transparency. 

Where Does Pathmatics Come In? 

Pathmatics CEO Gabe Gottlieb, a former Microsoft software team leader, and CTO Tom Lorimor, an experienced technology executive, joined forces nearly seven years ago to create a more transparent market for digital advertisers.

With their combined knowledge and experience, Gottlieb and Lorimor created software that can understand how ads are delivered across channels. Pathmatics can show you how brands are buying and who is involved. Unlike other digital intelligence solutions, Pathmatics doesn’t just recognize the participants in the ad serving process. The platform builds a hierarchy of services, identifying the specific paths by which those services were included on the page. 

What Can Pathmatics Do For Me Today? 

Pathmatics offers solutions for brands, agencies, publishers and ad tech, because ad transparency should extend to everyone in advertising.

Here are some examples of what Pathmatics can show you, using real Q2 data on Netflix, Inc.’s activities.

Top Creatives

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Daily Spend and Impressions

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Distribution Strategy 

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Site Spend and Impression Share

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Pathmatics also offers comparison tools to analyze your advertising strategies against your competitors. Using this information, you can ensure your ads are being served effectively and that your ad strategy is on par with your competitors. 

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.New Call-to-action

About Author

Ken Roberts

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.

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