iTWire Monday, 28 June 2021 09:44 Pathmatics expands in Australia and New Zealand to offer companies data analytics on ad spending
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Brands, publishers, and agencies based in Australia and New Zealand will now have access to digital advertising insights to study how their competitors spend ads. Pathmatics also revealed that the top ad spenders in the region are Proctor & Gamble, Hungry Jack’s, SingTel, and Optus.
Pathmatics expands in Australia and New Zealand, the company announced. Brands and marketers using the digital marketing intelligence platform will be able to analyse how their competitors are spending on ads across digital, video, display, and mobile, and for the first time, have access to Facebook advertising intelligence.
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Sensor Tower Acquires Pathmatics
Software mobile analytics company
Pathmatics, a marketing intelligence company, with a growth investment from
Riverwood Capital for an undisclosed amount. Through this agreement, the companies will combine Pathmatics’ paid digital and social media platform with Sensor Tower’s mobile app and publisher analytics platform to provide a combined service offering of digital advertising and mobile intelligence in the enterprise market.
“Our goal since day one has been to turn the world’s digital data into trusted and actionable insights. Joining forces with Sensor Tower is a step that will fast-forward our efforts in reaching that goal,” said
Sensor Tower makes its first acquisition with deal for market intelligence company, Pathmatics
Mobile app market intelligence firm Sensor Tower has made its first acquisition. The company this morning announced it’s acquiring Pathmatics, a market intelligence company which will now combine its paid digital and social media platform with Sensor Tower’s business. Deal terms were not detailed but include an undisclosed growth investment from Riverwood Capital into Pathmatics.
The acquisition will allow the companies to offer an expanded set of digital and mobile advertising insights to their respective customers, including new social insights for TikTok, YouTube mobile and Snap this year, powered by Sensor Tower.
Sensor Tower declined to disclose the value of the deal, which closed today. The company said it plans no restructuring and that Sensor Tower will continue to expand and fill open jobs. Gabe Gottlieb, former co-founder and CEO of Pathmatics, will become Sensor Tower’s new chief strategy officer.
The two companies also signaled they would move into connected TV with OTT insights, and plan to expand Pathmatics’ social and digital coverage.
The companies say the deal was motivated in part by shifting demands from brands and advertisers during the COVID-19 pandemic. CPG and financial insurance companies are seeing their customer interaction switch to digital, says Gottlieb, spurred by new demands caused by stay-at-home and social distancing rules.
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