What we do

The final step in our data journey is transforming raw data into actionable insights with our marketing intelligence platform, Pathmatics Explorer. This is where you can analyze trends, measure share of voice, and review creative strategies to survey the marketing landscape and inform your digital strategy. There are three ways to engage with our platform:

Explorer

Our industry leading marketing intelligence platform for brands and agencies. We enable our customers to take action on share of voice, spend, impression, creative, and audience data.

Connect

Connect brings our data to you by integrating it into the tools you already use or providing snapshots of data to support your analytics needs.

Custom

If you have a unique use case for our data we'll whip up something special. From a simple recurring report to entirely custom data solution (e.g. unique segmentation, messaging analytics, industry reports, and more) – there's a custom data package for you.

The enrichment process is where we transform raw data into insights for our customers and partners. On a daily basis, we apply patented machine learning models to millions of records using:

Category Automation

We have processed billions of ads through our proprietary brand-detection technology. Our team of experts has trained hundred of thousands of machine learning models that identify and categorize advertisers and brands.

Audience Model

The scale and profile of data we bring in from our panel and crawlers ensures we have a representative sample of the global digital audience. We have a patented approach to building gender and age models using this data.

CPM Prediction

We have a robust approach to forecasting the CPM for every ad by incorporating direct buy and programmatic data. We tune these CPM estimates for size, position, time, type, and marketplace dynamics.

Inventory Scoring

We process the pages and ad type of every creative we find. This enables unique insights on the placement of an ad, ad type, and share of voice for brands.

Ad Analysis

We build unique data insights for every ad we find by decomposing the ad path of delivery, size, and type of ad.

We deliver the most complete and accurate picture of the digital ad landscape by incorporating patented data sourcing technologies: crawler- and panel-based. Our crawlers and panelists are deployed globally and capture millions of pages and user actions each day. Together the two methods enable us to provide a more accurate and robust snapshot of digital advertising.

Crawlers

Our crawler-based technology discovers ads across the web by emulating the behavior of typical website visitors. Using our proprietary technology, PathSource, our crawlers track and record the path that an ad unit takes from advertiser to user, and collects unique insights like the ad placement on the page. We have fine-tuned our approach to crawling the web and mobile web for ads with 22 countries covered and billions of ads collected.

Panel

Our first panel launched in 2016 and enables us to track the ads served to real desktop and mobile users in a diverse group of panelists. Our panel relies on the same technology as our crawlers, but modified to support mobile apps like Facebook. Panelists opt-in to share their ad consumption data for desktop and mobile sites in a privacy safe and GDPR compliant manner.

Ad Graph is our way of processing, storing, and building new ways of analyzing the world’s advertising. Ad Graph powers our product and translates the raw data we capture into actionable insights for our customers. To deliver the data powering Pathmatics Explorer we use a combination of:

Industry Research

We constantly tune our data capture techniques and CPM calculations to reflect the state of the market. We incorporate data from public financial data, industry reports, and analyst estimates.

Customer Calibration

Our clients include thousands of users that help power our Ad Graph with their digital marketing data.

Data Partners

We partner with industry leaders to access and incorporate their estimates for CPM and impressions into our machine learning models.

Bidder Intelligence

Real time bidding technology informs our CPM models across the globe.

Historical Data

Since 2012, our panel and crawler technologies have collected billions of ads across millions of web pages and users. This data powers our platform by informing our underlying models to feed our automated processes and reviews for advertiser identification and classification, CPM, and audience (gender and age) models.