About Pathmatics

Driven to bring transparency and accountability to digital marketing – Pathmatics turns the world’s marketing data intelligence into actionable insights – changing the way agencies, brands, and publishers win.

Headquartered in Santa Monica, California, we enjoy surfing, sunshine, our pets, and game nights. Yes, we really do make magic here. And yes, our CEO and Co-founder Gabe is related to Harry Houdini.


We live by the Pathmatics code


Be an Awesome Teammate.

Do your part in keeping Pathmatics a safe, fair, respectful, and fun workplace. Don’t be the one who ruins it for everyone else. No jerks allowed.


Be Data-Driven.

Rely on instinct, but back it up with facts. We drive our customers to make data-driven decisions – let’s take our own medicine!


Be Transparent.

Do it by bringing visibility to an industry lacking transparency. And do it by bringing transparency to the workplace – be open, authentic, and straightforward. No B.S.


Deliver Magic.

Know current and future customers better than they know themselves. Delight them with product and service that improves their business and their day-to-day.


Do More.

Be open to wearing multiple hats and stepping in to support the common goal. “That’s not my job” isn’t part of the Pathmatics vocabulary. Go above and beyond.


Do the Right Thing.

Even if it may be more difficult, more costly, or may go unnoticed – do the right thing.


Finish What You Start.

Taking a task 90% of the way is closer to 0% than 100%. Whether you start something individually or as part of a team – get sh*t done.

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Invest, But Don’t Waste.

Run lean through resourcefulness, ingenuity, automation and respect for the company’s employees and shareholders.
Be good stewards of Pathmatics resources.


Speak Freely.

Share knowledge, embrace dissent, and respectfully challenge ideas even when it’s uncomfortable. Speak up, but once a decision is made support it fully.

In pursuit of our vision to be the source of truth for digital marketing intelligence - our history is rich
Here are some highlights...


(Visionary Year)

Founders Gabe Gottlieb, CEO and Tom Lorimor, CTO saw a pervasive lack of transparency in digital advertising and decided to level the playing field. In the Year of 2011 they founded the company (formerly Yield Metrics), filed their first of several patents, and launched Explorer 1.0 (formerly AdRoutes), our digital ad intelligence platform.

(Year of Growing Up)

We began reporting US desktop display data and customers loved it! Customers also needed our data integrated with their other platforms, so our data feed, Connect, was born.

(Year of Global Expansion)

We earned some of our most loyal customers (many still with us today - we love them!) who drove us to innovate and expand globally. We changed our name to Adomic and debuted in the UK market with our desktop display data.

(Year of Coverage Expansion)

We released our new, now award-winning user interface, added mobile display, desktop video, and native to our coverage, and expanded into Canada and Australia.

(Year of Strategic Growth)

We expanded into the German market, changed our name to Pathmatics (our favorite name!), and became the first to report HTML5 creatives.

(Year of Social Media)

We became the first to report Facebook ad intelligence via our first panel and also added skins and mobile video coverage. Some of our customers needed their data organized a bit differently so Custom, our entirely customized data solution, was born.

(Year of Optimization)

We further enhanced our Explorer user experience - adding a number of impactful features, including: global currency, HTML5 animation capture, and more. And entered our sixth core market, New Zealand.

(Year of Magic)

We changed the name of our award-winning digital ad intelligence platform to Explorer (formerly AdRoutes) and revealed a magical new brand to better reflect our personality, values, and vision. We launched Facebook audience insights, our hilarious and informative video series, “Ad of the Week”, and formed a strategic partnership with Kantar.

(Year of Delivery)

2018 was a major year of development, which led to some of our largest and most important releases in 2019, including: Twitter; Canada, Germany, and UK Facebook coverage; some major UX enhancements; and Explorer 2.0, a major release including: our desktop panel, Report Builder tool, and Knowledge Base.

(The best is yet to come...)

We’ve been VERY busy - so far we’ve: become the first to report Instagram ad intelligence; expanded Facebook coverage to include Italy and France; released: Creative Text insights (another industry first!) and In App Tours; and earned the HIGHEST Explorer usage in our nearly 10 year history! BUT WAIT THERE’S MORE! We have several enhancements in the works, like: deeper creative, audience, and product-level insights; increased channel coverage; and so much more. Seriously