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Top 3 Lessons from 2017 Every Advertiser Should Know

By Jordan Kramer on Feb 21, 2018 10:09:00 AM

The advertising industry hit more than $15 billion in spending in 2017, according to Pathmatics data. Apple cracked the top 10 advertisers list and evolving, cutting-edge platforms quickly became the new norm. 

Not sure which trends you should be paying attention to? We took a look at Pathmatics data over the past year and decoded need-to-know lessons learned from 2017.

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Everything You Can Expect When You Sign Up for Pathmatics

By Jordan Kramer on Feb 16, 2018 10:00:00 AM

You did it. You’re finally in the club and have access to all the valuable advertising data and insights Pathmatics has to offer.

But, what’s next? What can you expect after you sign up? In this post we highlight everything you’ll experience after you’ve joined.

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Introducing the Q4 2017 Top Advertisers Report

By Jordan Kramer on Feb 15, 2018 10:00:00 AM

Closing out the final quarter of 2017, the Financial Services category continued to dominate by relative frequency across display, mobile, and video digital advertising channels. Big ad spenders like LendingTree, Geico, Progressive, and Capital One led the charge targeting top sites like eBay, YouTube, and AOL. The Computers & Consumer Electronics category followed, looking to desktop and mobile video as the biggest part of their advertising campaigns while FinServ advertisers focused on display.

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Using Digital Ad Intelligence To Boost Performance

By Jordan Kramer on Feb 14, 2018 10:00:00 AM

To use ad intelligence or not use ad intelligence, how does this affect you and your day-to-day? You’ve launched your campaign, but how can you refine your direct and programmatic strategy to be more successful?

Today's marketers need to be agile and informed to stay ahead of the pack. Taking on another data source to understand digital trends and see which brands are advertising where requires time. But, a digital solution offers transparent way to streamline your competitive research and campaign reporting.

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Brand Spotlight: Visa

By Jordan Kramer on Feb 9, 2018 2:12:29 PM

Want to pay like a champion? Visa sure hopes so. The NFL sponsor ( since 1995) has been continuing campaigns featuring notable football stars leading up to the Super Bowl. The credit card company has been focusing much of their digital advertising efforts to promote their contactless, tap-to-pay service that allows you to “get back to football faster.” 
 
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As advertisers in the Financial Services category shift more dollars to social, brands like Visa are leading the way. Here’s a look at how Visa has been advertising over the last thirty days, and how their strategy compares to competitors within the space.
 
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What Are the Advantages of Pathmatics?

By Jordan Kramer on Feb 8, 2018 10:00:00 AM

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.

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4 Key Features to Expect From Your Ad Intelligence Platform

By Jordan Kramer on Feb 7, 2018 10:00:00 AM

Whether it’s to build creative campaigns or spy on competitors, more and more brands are taking advantage of ad intelligence platforms to build smarter strategies. If you’re new to the market, finding a suitable platform can sometimes feel overwhelming. 

That’s where we come in. In this post, we highlight key features you should expect from your ad intelligence platform.

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Tech Companies Battle To Be December's Top Digital Ad Spender

By Jordan Kramer on Feb 2, 2018 10:00:00 AM

As the race to the holidays heated up during December 2017, brands from the Computers & Consumer Electronics Category began ramping up ad spend. While the Financial Services Category continued to lead overall by relative frequency across display, mobile, and video advertising channels, the tech companies weren’t far behind.

Between Google, Apple, and Samsung, chances are you came across an ad from one of the electronics giants during your holiday shopping in December.

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The Top 5 Auto Creatives of Q4

By Jordan Kramer on Feb 1, 2018 10:00:00 AM

Creative is the lifeblood of your digital campaign and is a crucial piece of your entire advertising strategy. Whether you’re running ads across digital or traditional media, the creative is the first impression you have on your prospective audience. That’s why it is important to know what other brands within your space are doing, so you can benchmark your own campaigns.
 
For the Auto category, nearly $237M was spent across display, mobile, and video during Q4 2017. Led by top brands like Ford, Toyota, Chevrolet, and Jeep, almost 90K creatives were released throughout the quarter. Here’s a look at the top five digital creatives from the category for Q4  by spend.
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Why It’s So Important For Brands to Have Data on Ad Creatives

By Jordan Kramer on Jan 31, 2018 10:00:00 AM

Ad intelligence software can tell you exactly how your competitors spend their advertising budget. But knowing what campaigns they spend their ad budgets on is equally important. 

Some ad intelligence solutions provide data on budgets and sites where brands advertise. But not a lot of them show you exactly what creatives they’re investing in.

This is a major ad intelligence blind spot. 

Brands need information on individual creatives. Without it, you miss out on opportunities to boost digital ad ROI. In fact, there are five big reasons why having data on creatives is essential in any ad intel solution.

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Brand of the Week: Netflix

By Jordan Kramer on Jan 27, 2018 9:31:04 AM

Streaming services are upping their ad game as investment in original content continues to increase exponentially. In the Fall of 2017, Netflix announced their plan to spend nearly $16B on content over the next few years. Over $6B alone was committed during the 2017 year as the brand works to become a creator in the Arts & Entertainment space.
 
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Notably, Netflix turned out the film Mudbound that has been received with worldwide acclaim and even Oscar nominations, proving that this streaming service means business. See how the brand has been spending across digital and social in the latest Brand of the Week Report and read on for high-level insights.
 
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3 Pieces of Data Your Ad Intelligence Tool Better Provide

By Jordan Kramer on Jan 25, 2018 10:00:00 AM

Ad intelligence tools have the potential to give you data on ad spend for thousands of brands. But do you really need more data—or do you need the right data? 

We're guessing it's the second option. After all, more data isn't the problem. Advertisers and marketers are drowning in information. A full 90% of all the world's data in existence was created in the last couple years.

That's why, if you choose an ad intelligence tool, you don't want one that bombards you with as much data as possible. You want one that provides the most relevant, actionable, and profitable data possible.

In fact, there are three types of data that your ad intelligence tool must provide. If a prospective solution can't give you these insights, it's time to look elsewhere.

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Pathmatics Features You Won’t Want to Miss in 2018

By Jordan Kramer on Jan 24, 2018 2:00:00 PM

It’s a New Year and with it comes new resolutions. At least, for the first couple months of 2018. Then it’s back to the usual habits and activities.

Don’t let your brand make the same mistake that your well-intentioned friends might. Make 2018 the year of lasting change when it comes to digital advertising. One easy way to form some healthy new ad habits—and break some bad old ones—is by leveraging some new or underused features in Pathmatics.

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Brand of the Week: Weight Watchers International

By Jordan Kramer on Jan 19, 2018 5:07:33 PM

New Year, new you! That’s the mantra many Fitness & Weight Loss brands are hoping you’re taking as you kick of 2018. This time of year represents peak advertising season for brands like Weight Watchers, Nutrisystem, Jenny Craig, and many others. Beginning right after Christmas, digital advertising spend and impressions start spiking in an attempt to target consumers ready to ring in the New Year with a new lifestyle.
 
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For Weight Watchers, one of the top brand advertisers within the Fitness & Weight Loss category, ad spend began to ramp up just before Christmas and then on New Year’s Eve. Here’s a look at how the brand’s digital strategy has shifted year-over-year to incorporate social advertising in their approach. To see Weight Watchers’ full ad plan, download the latest Brand of the Week report here
 
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Ebook: How To Build More Effective Ad Campaigns

By Jordan Kramer on Jan 18, 2018 10:00:00 AM

For agency and brand advertisers alike, the goal is always to create compelling, successful digital campaigns that reach your target audience.

But, how do you build the most effective ad campaigns?

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Fueled By The Current Political Climate, Top Publishers Use Social To Target New Readers

By Jordan Kramer on Jan 17, 2018 3:00:00 PM

Publishers using another publisher to increase brand awareness and expand readership? In an age where the political climate continues to make front-page news on a daily basis, this is the case with Facebook advertising. Top publishers are using the social platform to target new and returning users with their digital advertising campaigns.
 
Many of those publishers are focusing the majority of their digital ad budgets on social campaigns alone.
How does this look across some of the Nation’s top outlets that offer online subscriptions, like the New York Times, LA Times, and The Washington Post? Here’s a look at how those three publishers are incorporating social into their ad strategy, and how their strategy has evolved over time.
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A Guide to Display Ads: Why They Work and How to Start

By Jordan Kramer on Jan 11, 2018 3:30:00 PM

Even traditional brick-and-mortar retailers have accepted that consumers take to the internet before making a purchase. 

Curious to see if a competitor has a better price? Google it. Looking for a similar product in a different color? Once again, Google has the answer.

It’s no wonder that text ads are a staple in any marketing strategy. In fact, it’s critical to make your brand available when consumers are searching for it. 

If you need a quick refresher on text ads, below is a sample ad that appears when searching for “athletic wear.”

While text ads are necessary, you can take your advertising strategy to the next level with display advertising.   

Display ads are the branded banners and sidebar placements you see on almost every website. Below is a sample display ad currently running on Amazon.

Display ads are more visually appealing than text ads, and appear when and where your buyer is already reading or shopping. Interested? Read on for more information on why display ads work and a few best practices to get you started. 

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Inside Data on November's Top Digital Advertisers

By Jordan Kramer on Jan 10, 2018 4:00:00 PM

November always represents a big time in digital advertising, mostly due to the shopping holidays that fall during that time. Black Friday and Cyber Monday continue to break records for online sales year after year, marking an important and crucial moment for brands to target with their digital dollars. This year was no exception for retailers, electronics brands, and financial services advertisers.
 
Financial services is a consistent leader in terms of digital ad spend across device-types, and the category ranked number one by relative impressions for desktop display and mobile web. Where are Financial Services brands not putting their money? Video. Consumer electronics and software advertisers are beginning to dominate video on both desktop and mobile, with FinServ falling past other categories including Food & Drink, Arts & Entertainment, Auto, and Telecom. 
 
Here’s a look at top-level highlights from our newly released November Top Advertisers report detailing the top brands by spend and impressions across display, mobile, and video.
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3 Most Popular Websites to Advertise On in 2017

By Jordan Kramer on Jan 9, 2018 10:00:00 AM

According to Recode, advertisers spent $209 billion on digital advertising worldwide in 2017 (that’s 41% of the market!). 

So, the question is: Where are brands allocating the most digital budget? Which sites are reaping the most profits? We analyzed Pathmatics data to feature three of the most popular websites for digital advertising in 2017 (from January 1, 2017 - December 26, 2017, to be exact).

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Brand of the Week: Alaska Airlines

By Jordan Kramer on Jan 5, 2018 12:15:01 PM

Do you ever find yourself browsing Facebook, only to be targeted by a creative for an airline deal? You aren’t alone. Airlines have increasingly become more interested in targeting on social, shifting dollars away from display, mobile, and video advertising to focus their digital budget on Facebook. Some of the largest airline companies are spending over half of their digital dollars on social, indicating a shift in how travel brands are trying to target consumers in an increasingly competitive space.
 
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Alaska Airlines is one of those brands, allocating nearly three quarters of their digital advertising budget in 2017 to social alone. Between the competition from online booking companies such as Priceline, in addition to head-to-head competitors, and an increase in consumer spend on travel, brands are fighting for not only dollars, but online audiences. Here’s a look at Alaska Airlines' strategy over the last thirty days leading into the holiday season, and how their YTD advertising compares to other airlines in the travel sector.
 
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4 Terrifying Digital Ad Mistakes to Avoid

By Jordan Kramer on Jan 4, 2018 10:00:00 AM

If you have any resolutions for your 2018 campaigns, one should be to avoid common digital ad mistakes. Starting a New Year off fresh and inventive on the creative front is always a tall order, so we’ve scoped out some of the best practices to keep in mind while you’re planning.

Here’s a look at some very scary—and very real—ad mistakes that we see brands make all the time.

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An Inside Look at the Brands with the Biggest Holiday Budgets

By Jordan Kramer on Jan 3, 2018 10:00:00 AM

What does your holiday and New Year budget look like?

AdAge reported that, for the first time in 2016, digital advertising surpassed TV with $72 billion in revenue. It’s no surprise that a majority of that ad spend occurred during the holiday season—the most wonderful time of the year for retailers indeed.

So, the question is, how much would a brand actually need to spend on holiday advertising to compete with the season’s biggest spenders?

Thanks to digital ad intelligence, we analyzed budgets of three of the top digital ad spenders in their respective industries. Read on for data and insights from the 2016 holiday season (Nov. 1 – Jan. 1) and take notes from last year’s dominant spenders.

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Our 5 Favorite Ads from 2017

By Jordan Kramer on Jan 2, 2018 11:30:00 AM

Top brands used advertising in 2017 to inform, entertain, educate, inspire, and of course, sell in new and inventive ways. After all, advertisers are up against more noise than ever, and consumers have the power to pay attention or click away. 

The result? Many creative, impactful advertising campaigns.

There were a few ads that truly stood out to us in 2017. Below, we’ve featured five of our favorite video ads. (Keep in mind: This is just our shortlist of favorites. The list of thoughtful ads from 2017 goes on.) Regardless, if you’re looking for a bit of inspiration or a new direction for your 2018 advertising, we suggest starting here.

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Happy New Year from Pathmatics!

By Jordan Kramer on Dec 29, 2017 10:00:00 AM

On behalf of the entire Pathmatics team, we want to thank everyone for their continued support in 2017 and wish you all a very Happy New Year. As we get ready to ring in 2018, we wanted to take a look back at some of our top highlights and product feature releases, the most popular blog posts we published, and a recap of information that will bring you success in your digital advertising strategy as you plan in the New Year.
 
Our team will be back in the office next week before heading to Las Vegas for CES. If you will be attending CES 2018 and would like to meet-up,  let us know ! Our team would love to show you the exciting new features we have on the roadmap for 2018.
 
We look forward to bringing even more transparency to digital advertising in the New Year! Subscribe to our email updates on the right to always be the first to know about our newly released reports and insights.
 
Cheers,
The Pathmatics Team
Topics: Announcements
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Introducing the Q3 2017 Top Advertisers Report

By Jordan Kramer on Dec 28, 2017 11:00:00 AM

Over the course of Q3, the top 500 advertisers spent upwards of $3.3 billion on digital advertising across all devices. That’s an increase of more than a half million dollars as compared to Q2 spend. 

Interested to see which advertisers and industries are upping the ante? 

We recently released the Q3 Top Advertisers Report, featuring top digital spenders across desktop, mobile, and video—all compiled using the Pathmatics data. In addition to quarterly highlights, here’s what you can expect in the report:

  • Q3’s Top Display Advertisers
  • Q3’s Top Mobile Spenders
  • Q3’s Top Desktop Video Spenders

The Pathmatics team compiled this report so that, as advertisers and publishers, you can craft more informed, data-driven strategies heading into the New Year.

You can download the report here or read on for key highlights and takeaways.

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5 Creative Ways to Use Ad Intelligence Software in Your Next Campaign

By Jordan Kramer on Dec 21, 2017 10:00:00 AM

Each and every one of your brand’s marketing campaigns are unique, thoughtful and intentional. So, why not ensure your advertising strategy follows suit?

Using native ad intelligence, you can conduct more agile advertising powered by analytics and historical data. With detailed insight into the performance of previous campaigns, as well as competitor campaigns, advertisers can continue to evolve and develop more sophisticated strategies.   

After all, the most successful advertisers are also the most agile. That being said, below are five creative ways to apply ad intelligence insights to your next campaign.

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Digital Advertising Trends to Plan For in 2018

By Jordan Kramer on Dec 20, 2017 10:00:00 AM

Most advertisers have annual planning on the brain.

Some have already wrapped up shiny, new 2018 advertising strategies, while others are still busy mapping out creative ideas. 

Regardless, we used Pathmatics’ digital ad intelligence to analyze year-over-year data and identify growing trends. Below are four key ones to keep an eye on in 2018, and potentially integrate into your own strategy.

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3 Steps to Benchmark Your Brand’s Pathmatics Data

By Jordan Kramer on Dec 19, 2017 10:00:00 AM

Pathmatics ad intelligence software provides users with reams of information on how brands advertise online across desktop, mobile, and video channels. If you’re just getting started with the software, there is a lot of data to familiarize yourself with. But once you feel comfortable with the platform, the real fun begins.

To start, you’ll want to benchmark some important data points. By benchmark, we mean you’ll want to determine and document a few key metrics using the software. Once you do, you can begin to formulate strategy using the information Pathmatics provides. Here’s how to begin benchmarking your data.

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7 Tips to Plan a More Impactful Ad Budget in 2018

By Jordan Kramer on Dec 18, 2017 10:00:00 AM

Planning an advertising budget is a double-edged sword.

It’s both an empowering job and a crushing responsibility. When possible, ensure that your budget allocation is supported by performance-based metrics and historical data. Luckily, you can use ad intelligence to discover what’s working and what’s not.

But sometimes—to truly growth hack your program—you might need to take intelligent risks.

Below are seven tips to reinvent your ad strategy in 2018, and take your ad program to new heights in the New Year.

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Brand of the Week: Hallmark Cards

By Jordan Kramer on Dec 15, 2017 1:02:08 PM

If your holiday cards aren’t already in the mail, Hallmark is trying to remind you t hrough their digital advertising campaigns that you can still send their Signature line of cards. The heavy hitting Gifts & Occasions brand began steadily increasing their digital spend following Thanksgiving to promote their holiday cards, Keepsake Ornaments, and Crayola products leading into the holidays.
 
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Where is the brand focusing their digital efforts? Check out the latest Brand of the Week report for their full strategy over the last thirty days and read on for insights.
 
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Which Brands Spent the Most on Social for Black Friday?

By Jordan Kramer on Dec 14, 2017 10:00:00 AM

It’s no secret that Black Friday and Cyber Monday sales surpassed expectations, leading to the largest online sales day in history. We recently looked at some of the top digital advertisers across categories leading into the shopping holiday, from Dyson to Air Canada, and how those brands were spending on display, mobile, and video placements. But, how were top advertisers leveraging social? 
 
Using Pathmatics panel-based social ad intelligence, we are able to see the top facebook mobile advertisers for Black Friday, the leading advertisers for the week and month, how retailers used opposing strategies, and more. Head over here to download the entire Black Friday Social Report.
 
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Report: Innovation and Experimentation in Financial Services Marketing

By Jordan Kramer on Dec 12, 2017 4:00:00 PM

Brands in the Financial Services category continue to lead digital advertising across device-types, outspending all other categories. Recently, our CEO Gabe Gottlieb spoke at the Digital Marketing for Financial Services Summit in New York City about digital ad trends in the FinServ sector and what they mean for brands. He was accompanied by Andrew Davidson, SVP/Chief Insights Officer at Mintel Comperemedia, a leading global market research and market insight company. 
 
Here’s a look at highlights from their discussion and the full report detailing the latest trends, exclusive industry data, and leading campaign case studies.

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The Strategies Used by Q3’s Top Advertisers, Decoded by Ad Intelligence

By Jordan Kramer on Dec 11, 2017 10:00:00 AM

Did you know that, for the first time ever, desktop and mobile ad revenue exceeded TV spend in 2016?

So, you might be wondering, how are the highest spenders making the most of a hefty ad budget? Thanks to native ad intelligence, our team was able to identify trends and behavior of top advertisers over the course of Q3.

Starting with budget, Samsung and Procter & Gamble spent far more than other brands (roughly $80 million and $59 million, respectively). These two ad giants were followed by Hulu ($39 million), Geico ($36 million), and PepsiCo, Inc. ($35 million).

To uncover trends and commonalities across these leading spenders, we did an analysis of each advertiser profile using Pathmatics. (If you’re not familiar, an advertiser profile includes top creatives, daily spend and impressions, top sites, site spend share, and more.)  

Read on for the top lessons you can apply to your 2018 ad plan.

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Brand of the Week: Home Chef

By Jordan Kramer on Dec 10, 2017 10:12:15 AM

As companies that sell convenience continue to gain steam across the US, food delivery services and more specifically, meal-delivery services, are fighting harder than ever in an increasingly crowded space. With over one hundred meal delivery companies trying to capture the attention of consumers and tap into a $400M market, larger brands like Albertsons are also getting into the game. 
 
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How are players in the meal kit industry advertising across digital to keep up with the market? With Pathmatics' newly launched Social Advertising Intelligence, we can look at how brands like Home Chef are spending their digital dollars across multiple digital device-types. To download the entire report, click here, and read on for more insights.
 
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This Week in Digital: December 9th Rollup

By Jordan Kramer on Dec 9, 2017 10:00:00 AM

Your highlights from the past week’s digital advertising activity in the US across desktop, mobile, and video. 

 

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Announcing Pathmatics Social Ad Intelligence

By Jordan Kramer on Dec 7, 2017 10:30:00 AM

Our team is excited to officially announce the availability of social ad tracking in our platform. The new reporting, powered by data continuously collected from an opt-in panel of mobile users, provides Facebook ad intelligence for the U.S., with other social networks and regions to follow in 2018.

The addition of paid social to Pathmatics’ digital advertising coverage provides brands and agencies with a broad cross-channel perspective on competitive campaigns, spend, and targeting. The ad archive dates to December 2016 and is updated daily. To learn more about our social ad intelligence, contact our team.

Topics: Announcements
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50% of Travel Brands Are Buying Programmatically

By Jordan Kramer on Dec 6, 2017 6:02:31 PM

From online booking sites, to airlines, hotel companies, and all of the cruise lines in between, the travel category is a major contender in the digital advertising space. As the category becomes more competitive and crowded with the emergence of new brands and forms of direct booking, digital ad spend continues to climb. By 2020, eMarketer estimates that the category’s digital advertising spend will rise to $8.28 billion, up from an estimated $5.69 billion in 2016.

How are travel advertisers buying across digital? We have the answers.

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Who Won Mobile Advertising in Q3 2017?

By Jordan Kramer on Dec 5, 2017 11:00:00 AM

With Pathmatics ad intelligence software’s proprietary data, we can see exactly how hundreds of brands spend their ad budgets over any given timeframe. This data can also be broken down by channel. A quick analysis of Q3 2017 data showed that mobile advertising is growing in importance. And according to research analyzed by Smart Insights, mobile ad spending is projected to grow by more than 20% in 2017 over the previous year.

We wanted to see how this trend is taking shape as the year progresses. To that end, we’ve broken down key insights from Q3 2017 across mobile display and mobile video channels to see which brands are succeeding on mobile.

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How Q3’s Top 5 Advertisers Approach Creative Strategy

By Jordan Kramer on Dec 4, 2017 10:00:00 AM

In Q3, Samsung spent more than any other brand, followed by Procter & Gamble, Hulu, Geico and PepsiCo, Inc. 

That represents millions in ad spend combined. So, how did these advertising giants approach their creative strategies in the third quarter? Using native ad intelligence, we rounded up the top creatives (by both spend and impressions) from the top five brands.

Bonus: Each analysis also includes a lesson learned to apply to your own ad strategy.

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This Week in Digital: December 2nd Rollup

By Jordan Kramer on Dec 2, 2017 10:00:00 AM

Your highlights from the past week’s digital advertising activity in the US across desktop, mobile, and video. 

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Brand of the Week: JPMorgan Chase & Co.

By Jordan Kramer on Dec 1, 2017 4:32:24 PM

With all that holiday shopping you are inevitably doing, it’s the perfect time of year to promote credit cards with flashy perks. For JPMorgan Chase & Co., they are hoping that you are booking a vacation over the holidays, or at least a flight. The financial services brand has been heavily targeting travel sites to promote credit card partnerships with airline partners.
 
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Here’s a look at how the brand was spending their digital ad budget over the month of November leading into the holiday travel season. To download JPMorgan’s digital activity over the last thirty days, including spend and impression data, in addition to top sites and programmatic partners, click here.
 
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Q3 2017’s Top Digital Advertisers

By Jordan Kramer on Nov 30, 2017 5:00:00 PM

When it comes to top advertisers in Q3 2017, proprietary data from Pathmatics reveals some interesting insights.

 Similar to Q2, the financial services industry still holds the reigning spot as highest ad spender, once again followed by computers and consumer electronics. However—coming in third—retail spend exceeded that of food and drink and media in Q3. We expect to see retail up its budget as we head into the holiday season.

In comparing brands across all trades, Samsung surpassed both Procter & Gamble and Geico to take the lead as top direct spender in Q3. And, in an ongoing trend, we continued to see most advertisers buy direct deals over programmatic advertising (80%).

Read on for highlights of Q3’s advertisers with the biggest ad budgets.

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Black Friday & Cyber Monday's Biggest Advertisers

By Jordan Kramer on Nov 29, 2017 4:05:37 PM

On the heels of the largest online sales day in history, and the biggest shopping weekend overall, top brands definitely have something to celebrate this week. According to Adobe, sales for Cyber Monday alone were up nearly 17% YoY and web traffic was up by almost 12%. This, coupled with an ongoing preference for online shopping amongst consumers, makes for a big week of digital advertising for brands across categories.
 
How were brands prepping for the weekend with their advertising strategies? From Macy's to Carnival Cruise Line, here’s a look at how some of the top-spending brands by category advertised leading into Thanksgiving, Black Friday, and Cyber Monday.

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4 Reasons to Learn What Sites Your Competitors Advertise On

By Jordan Kramer on Nov 21, 2017 10:00:00 AM

Your brand is different from the competition. You sell better products and services. You have more talented people. And you’re truly committed to serving your customers. The only problem is: Prospects don’t always know that.

You have to educate them on why your brand isn’t like the others selling in your space. But to do that, you need to get your message across more effectively than the competition does. After all, if the only advertisement a prospect sees is for your top competitor, it doesn’t matter how much better you are—they don’t know who you are or why you exist. 

The first—and most important—step to countering the competition’s message is understanding which sites they advertise on. To do this, you’ll need an ad intelligence solution. Ad intelligence solutions like Pathmatics use proprietary data to track where and how brands spend on digital ads, and the impressions they receive. This data, in turn, provides a competitive advantage to brands serious about maximizing their return on ad spend.

Here are four reasons you’ll want to learn what sites your competition advertises on as soon as possible.

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How to Boost Desktop Impressions for Your Next Campaign

By Jordan Kramer on Nov 20, 2017 10:00:00 AM

You might be prepped with intriguing brand messaging, well-designed creatives, and an intentional ad strategy. But, are you satisfied with reach? 

The only way to make an impact is to be seen—on the right channel by the right audience. The good news is, you don’t necessarily need to flip your entire ad strategy; maybe it just needs tweaking to boost impressions. 

In this post, we’ve included three quick tips to increase desktop impressions for your next campaign.

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This Week in Digital: November 18th Rollup

By Jordan Kramer on Nov 18, 2017 11:00:00 AM

Your highlights from the past week’s digital advertising activity in the US across desktop, mobile, and video. 

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Brand of the Week: The Coca-Cola Company

By Jordan Kramer on Nov 17, 2017 12:23:34 PM

Between the recent World Series, football, basketball, and hockey seasons - we’re in the thick of the peak of sports seasons. The Coca-Cola Company is taking full advantage of these opportunities, making sports publishers a big piece of their digital advertising strategy.
 
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With a re-launch of a popular beverage, in addition to promoting sub-brands such as Smart Water and Gold Peak Tea, The Coca-Cola Company has been busy this Q4. See how they are advertising in the US and Canada, plus how their strategy measures up to one of their top competitors in the latest Brand of the Week Report.
 
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Advertisers: Here’s What You Need to Know About Black Friday

By Jordan Kramer on Nov 16, 2017 10:00:00 AM

Black Friday is upon us, and consumers are more than accustomed to the annual retail takeover. 

But, as advertisers trying to differentiate, do you have the competitive knowledge and know-how to stand apart during the holiday season—beyond Black Friday?

Below, we used Pathmatics to analyze ad spend in the lead up to the big day (note that we pulled 2016 data so we could provide a full analysis for the month of November).  

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4 Strategies to Sell More Using Ad Intelligence

By Jordan Kramer on Nov 15, 2017 10:30:00 AM

At the end of the day, ad intelligence software should help your brand sell more. After all, aren’t more sales what effective advertising ultimately leads to? Here are four ways to achieve that goal using an ad intelligence solution.

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This Week in Digital: November 11th Rollup

By Jordan Kramer on Nov 11, 2017 10:00:00 AM

Your highlights from the past week’s digital advertising activity in the US across desktop, mobile, and video. 

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Brand of the Week: Discover Financial Services

By Jordan Kramer on Nov 10, 2017 1:12:58 PM

With the holidays quickly approaching, financial services companies are gearing up for a big finish to Q4 and kick-off to the New Year with credit card offers across digital. Discover Financial Services, the fourth largest credit card company in the US, typically ramps up ad spend during this time, peaking during the month of December.
 
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After switching up their media planning & buying last year from Dents Aegis’ Vizeum to Publicis’ Spark, Chicago, we have seen their video spend increase while focus on display has subsided. Here’s a look at how the financial services brand is buying across digital, and the campaigns they are running.
 
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5 Advertising Strategies to Try on Your Next Campaign

By Jordan Kramer on Nov 8, 2017 11:00:00 AM

Why do some advertising campaigns go viral while others fall flat? Some ads are so powerful that they stick with us for years to come; they sometimes shift our opinion about a product, or even create lifelong brand advocates.

A good example is Dove’s “Campaign for Real Beauty.” The Huffington Post called it ”...one of modern marketing’s most talked-about success stories.” Dove used the campaign to change the conversation around female beauty, and won over the appreciation of women nationwide.  

But, creating an iconic campaign like this one doesn’t always happen overnight. It takes a dynamic, agile approach to advertising strategy.

So, how can you shake things up with your next campaign? Maybe it’s time to experiment with your traditional methodology, and test drive these five ad strategies.

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How to Calculate the ROI of an Ad Intelligence Solution

By Jordan Kramer on Nov 7, 2017 10:00:00 AM

Advertising intelligence is pricey. But without it, how can you guarantee you’re maximizing your budget? The truth is, you can’t. Competitive ad intelligence provides transparency into the most effective budget allocation, by providing detailed data on the spend and impressions of you and your competitors. 

So how do you calculate the potential cost savings before committing? There are four clear ways to measure the software’s ROI. Continue reading to calculate your potential ROI based on these factors.

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Brand of the Week: Harley-Davidson

By Jordan Kramer on Nov 5, 2017 6:56:42 AM

With a new line of rides, Harley-Davidson is getting ready for 2018 to target their goal of 2 million riders over the next 10 years. How are they accomplishing this goal on digital? By incorporating video advertising into their budget in an attempt to reach the elusive millennial market to diversify their customer-base across demographics.
 
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Facing stiff competition from Honda’s new motorcycle models, in addition to big brands such as BMW and Suzuki’s bike market, Harley-Davidson is investing more on digital than ever. Here’s a look at how they are buying across device-types, and the campaigns the brand is running.
 
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Do You Know About These Pathmatics Features?

By Jordan Kramer on Nov 2, 2017 10:00:00 AM

Thanks to advances in artificial intelligence, programmatic advertising takes guessing out of the equation and creates a smarter (automated) path to ad purchasing. Businesses everywhere are taking advantage; in fact, eMarketer estimates that programmatic display spending will hit roughly $33 billion in 2017. 

But, to truly create a successful ad campaign, it takes more than winning the bid for ad space. Agile ad strategies are informed by real-time performance data, as compared to previous campaigns and your competitors. 

Luckily, there are ad intelligence tools available to help you do just that (without the hours and hours of manual data pull).

That’s where Pathmatics comes in.

Pathmatics provides unique insights that deliver a proven competitive edge to brands, agencies, adtech companies, and publishers. If you’re new to Pathmatics, below we’ve included an inside look at key features of the platform.

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5 Steps to Allocate Ad Budget Effectively

By Ken Roberts on Oct 30, 2017 10:00:00 AM

Ad budget allocation is a lot like the classic Choose Your Own Adventure books. One wrong turn could end in complete disaster. But, with the right strategy and approach, you could take a very profitable, enjoyable journey.

So, how will you (or your team) allocate advertising budget effectively in 2018? Below are five steps to create an intentional, performance-driven ad budget.

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This Week in Digital: October 28th Rollup

By Jordan Kramer on Oct 28, 2017 10:00:00 AM

Your highlights from the past week’s digital advertising activity in the US across desktop, mobile, and video. 

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How to Get More Out of Your Programmatic Budget Using Ad Intelligence

By Jordan Kramer on Oct 25, 2017 9:30:00 AM

Sometimes, there just isn’t any more money left for your programmatic budget. No matter how successful a campaign or how important the strategy, you may encounter a hard stop on the amount you can secure for your advertising efforts. 

When that happens, it’s time to do more with less. And one way to get a ton more value out of your existing ad budget is by using ad intelligence software in four creative—and money-stretching—ways.

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The Top 3 Ways Brands Use Pathmatics

By Jordan Kramer on Oct 24, 2017 9:00:00 AM

You hear a lot about the benefits of ad intelligence software. But many brand managers have trouble seeing exactly how an ad intelligence solution fits into their brand strategy.

This post is here to help. It walks you through three top ways brands get the most value out of an ad intelligence solution like Pathmatics.

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This Week in Digital: October 21st Rollup

By Jordan Kramer on Oct 21, 2017 10:00:00 AM

Your highlights from the past week’s digital advertising activity in the US across desktop, mobile, and video. 

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Brand of the Week: Dish Network

By Jordan Kramer on Oct 20, 2017 3:21:30 PM

As cord cutting increases amongst generations across the board, cable and media companies face a tough challenge in delivering their services to a target audience. During Q1 of 2017, it is estimated that over 760K consumers cancelled their satellite or cable TV subscriptions. This, in addition to stocks dropping amongst concerns of customers jumping ship and the paying TV category is walking a tough line in finding new users and keeping their current ones.
 
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Dish Network, a satellite service company, foresaw this change and launched the streaming service Sling TV in February of 2015 to offer their own alternative to cord cutters. DirecTV, in addition to other companies within their competitive space, have followed suit in beefing up their service offerings. Here’s a look at how Dish is advertising their offerings online, and how their streaming service’s ad strategy measures up. Is the parent company spending more on Sling TV ads compared to ads of their own?
 
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What You Should Be Monitoring with Pathmatics

By Jordan Kramer on Oct 19, 2017 11:00:00 AM

The world’s leading brands are spending millions each month to reach their audience with clever, targeted messages. Between July 29 and August 27, Samsung spent more than $35 million on digital advertising and realized upwards of two billion impressions. 

But, for any business, ad budget is limited. So the real question becomes: how can you maximize return on ad spend and make the most of every placement?

Using digital advertising intelligence from Pathmatics, you can execute more agile advertising strategies informed by real-time trends and data. 

For example, which brands pose a threat to your product or service? Which competing ads are making an impact on your buyer? Is your biggest competitor doubling or tripling your impressions?

Dive deeper into their advertising data and discover where you could be missing the mark (or the opportunity). Below are four key insights you should be monitoring in Pathmatics to constantly evolve your strategy.

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How to Use Pathmatics Custom Alerts to Get Real-Time Intelligence on Your Competition

By Jordan Kramer on Oct 17, 2017 3:30:00 PM

Data is like water for forward-thinking companies: it keeps them alive, allowing them to outsmart the competition and seize opportunities.

But what happens when you’re drowning in it?

Ad intelligence platforms provide tons of useful data. But many don’t offer sensible functionality to help you make sense of all the information provided by the platform.

Data that’s poorly organized, confusing or hard to analyze is virtually useless. 

That’s why Pathmatics built a Custom Alerts feature into its platform. This feature makes it possible to receive alerts about activity from specific advertisers, websites and ad networks in real-time. This makes it much more intuitive to parse through our data on 64,000 advertisers, 27,000 publishers, 700+ ad services and 32 million creatives.

This post breaks down how Custom Alerts make your data more accessible and useful.

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This Week in Digital: October 14th Rollup

By Jordan Kramer on Oct 14, 2017 10:00:00 AM

Your highlights from the past week’s digital advertising activity in the US across desktop, mobile, and video. 

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Brand of the Week: Prudential Financial, Inc.

By Jordan Kramer on Oct 13, 2017 12:49:53 PM

Financial Services advertisers are gearing up for Q4 - a time when we historically see advertising budgets increase for the vertical. Investment and retirement focused  brands are trying to get more creative with their ad strategy in order to not only reach new audiences, but also fight in a crowded space for your hard-earned money.
 
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For Prudential Financial, that means investing in more video advertising than ever before. The brand has flipped their ad strategy from one year ago, testing out high-value video campaigns in an effort to raise more brand awareness and overall new business. Check out their entire digital strategy in the latest Brand of the Week report.

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Top Competitive Intelligence Tools for Spying on Your Competitors

By Jordan Kramer on Oct 12, 2017 10:00:00 AM

Having access to the best competitive intelligence tools is crucial to your success in the advertising world. Why? Because even if you don’t have this software, your competition probably does, and they’re watching your every move.

How can you even hope to stay competitive when your competition is learning from your mistakes and making more strategic decisions based on your slip-ups. How can you compete when you have nothing to benchmark your success against, while the competition is using your strategy as an example of what to do or what not to do? 

You need competitive intelligence. You just do. But it’s a big market out there with what feels like a million different options. Here are some of your options if you’re ready to jump on the bandwagon.

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3 Trends in Digital Advertising: H1 2017 Roundup

By Ken Roberts on Oct 11, 2017 10:00:00 AM

Pathmatics gives brand managers a massive amount of data right at their fingertips. But volume of data isn’t enough. It must be used sensibly if you want to improve your digital advertising strategy.

The rise of automated ad buying over the past few years has created a more complex, less transparent advertising industry that leaves brand managers with unanswered questions like, “Am I spending my budget efficiently?” or “Where is my budget really going?”

It also leaves us questioning what our competitors are doing, and where the industry is headed. With such a lack of transparency, it’s hard to know how effective or competitive your ad spend strategies really are. 

Pathmatics cuts through the confusion with ad intelligence software powerful enough to not only identify where brands are spending, but also piece together the path each ad took before it was delivered to the audience. For the sake of a more transparent digital advertising world, we wanted to share this proprietary data with you.

Here are some of our top insights on the state of digital in 2017, based on H1 data.

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How to Build Effective Reports in Pathmatics

By Ken Roberts on Oct 10, 2017 10:00:00 AM

Pathmatics gives brand managers a massive amount of data right at their fingertips. But volume of data isn’t enough. It must be used sensibly if you want to improve your digital advertising strategy.

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Brand of the Week: Expedia, Inc.

By Jordan Kramer on Oct 6, 2017 4:16:15 PM

Planning a holiday getaway coming up? Digital ad spend for Expedia, Inc. has been gradually increasing throughout the month of September as the advertiser introduced over one hundred new creatives to promote sub-brands such as Hotwire and VRBO.
 
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The reservation engine company also counts Hotels.com, Trivago, Orbitz, Travelocity, CarRentals.com, HomeAway, and its namesake Expedia, amongst others, in it’s portfolio. Trying to cover every aspect of your vacation online, Expedia, Inc. faces tough competition in a crowded market against heavy hitters like Priceline and TripAdvisor. Here's a look at how the brand is competing online across desktop, mobile, and video.
 
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3 Examples of Ad Creatives That Work

By Ken Roberts on Oct 5, 2017 2:30:00 PM

The most important part of any advertising strategy is, of course, the ad itself. Regardless of placement, your ad will fight an uphill battle for attention alongside thousands of other creatives in the marketplace. You have only a moment to catch consumer attention, and make a lasting impression (literally).

So, how are top advertisers breaking through the noise?

We used Pathmatics to assess popular creatives by number of impressions, and identify why they’re effective. As best practices, we wholeheartedly agree with three simple rules for successful ads courtesy of Think With Google: Be compelling. Be concise. Be clear.

Below are three examples of ad creatives that work (and why they work). Each ad featured below made Pathmatics’ list of top creatives for each individual brand over the last 12 months.

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How to Use the Pathmatics AdMocker Tool

By Jordan Kramer on Oct 4, 2017 1:00:00 PM

Wouldn’t it be nice to know what a new ad would look like once live, or how a tried-and-true ad would look to a new audience on a new target site? Well, you can. And you can also export an image of exactly how this would look to show to your co-workers and managers.

We’ll take you through Pathmatics’ AdMocker tool step-by-step so you can get a better understanding of how your ads will display once launched. This ad preview tool shows you a mock up of any creative on almost any site you can think of. You can never be too prepared when a budget is on the line.

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P&G Isn’t The Only Brand Cutting Down Their Site List

By Jordan Kramer on Oct 3, 2017 11:00:00 AM

The “Set It and Forget It” age of digital advertising is over and now, more than ever, brands are calling for transparency with their adtech partners. Fears of brand safety with regard to ad placements showing up next to unfavorable content, paired with the relatively little control brands have over their site list when advertising programmatically, have all led to increased scrutiny within the media space.
 
Procter & Gamble vocalized their disappointment with the media supply chain last year, vowing to cut down their site list and limit partners. The brand did just that, as reported by Digiday using Pathmatics data, cutting their site list from 2K per month at the end of 2016 to only 900 as of August, 2017. P&G isn’t the only brand scaling back on sites as many other top brand advertisers are doing the same.

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Brand of the Week: Subaru

By Jordan Kramer on Sep 29, 2017 3:30:02 PM

Searching for adventure gear on Amazon recently? Chances are you may have stumbled across a new Subaru creative promoting the 2018 Crosstrek. The auto-manufacturer is making a huge push for the model as the brand enters the crowded SUV crossover market.
 
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Display advertising represents the largest portion of Subaru’s digital ad spend, accounting for 73 percent. Here’s a look at how the brand is utilizing display advertising in the new Crosstrek campaign. 
 
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Which Brands Are Spending the Most on Mobile Advertising? Here Are the Top Five.

By Jordan Kramer on Sep 28, 2017 3:00:00 PM

For some brands, mobile advertising is crucial to keying into their target audience. For others, the device-type represents a small slice of a cross-device strategy looking to touch consumers from every online format. Overall, $80B was spent on mobile advertising globally in 2016, and that number is expected to rise 31 percent in 2017.
 
Which brands have spent the most on mobile advertising during the first half of 2017? Here are the top five.
 
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How to Use the Pathmatics Google Chrome Extension

By Jordan Kramer on Sep 26, 2017 10:00:00 AM

Pathmatics provides in-depth data on how brands advertise across desktop, mobile and video channels. You can both spy on your competitors and optimize your brand’s advertising strategy using this data. This is even easier to do in real-time with the Pathmatics Google Chrome extension. 

This post will walk you through how to get the most value out of the extension, which makes gathering ad intelligence simple. Note: You’ll need a Pathmatics account to use the Google Chrome extension.
 
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Advertisers Are Kicking Off for Football Season

By Jordan Kramer on Sep 25, 2017 10:00:00 AM

We see it every year, once NFL regular season returns to taking over your Sundays (and Thursdays…and Mondays), the big brands can’t help but to take advantage of the opportunity. Some advertisers take the official sponsorship route, while others use avenues to communicate a game-time message without paying the extra dollars. 
 
Here’s a look at some of the best creatives we’ve seen so far this season.
 
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Brand of the Week: Bark & Co.

By Jordan Kramer on Sep 22, 2017 1:40:40 PM

Can’t leave the pet store without a bag (or five) full of items you didn’t even go shopping for? You’re not the only one. Sales for the pet industry last year topped $66B, growing ten percent from 2015. It’s no wonder why large corporations like Nestle and Mars, Incorporated decided to get into the business of selling items for your precious pets.
 
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With consumers spending more on pets than ever before, the industry is expected to reach $96B by 2020. So, how are pet brands advertising online to reach this coveted, high-spending demographic? Here’s a look at how Bark & Co., maker of the BarkBox subscription service, is spending across digital. To download their entire ad strategy, download the latest Brand of the Week report here.
 
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Sessions We Look Forward to at Shop.org 2017

By Ken Roberts on Sep 20, 2017 10:00:00 AM

Pathmatics will be exhibiting at Shop.org 2017 in LA.  (Schedule a meeting to learn more about using digital advertising intelligence to meet your marketing and merchandising goals.)

There's almost too much to choose from, but I’ve looked over the agenda and these are the sessions that I'm looking forward to the most.  

Note: I’ve put the initial times and stages in the information below, but some of these sessions may repeat on both days, so check the agenda. And there's some overlap in times, so choose wisely!

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How Are Retailers Buying Across Digital? Not Programmatically.

By Jordan Kramer on Sep 19, 2017 10:00:00 AM

From June 2016 to June 2017, only 38% of Retail advertisers bought programmatic ad placements, accounting for a mere eight percent of spend for the category. Surprised? Retailers have historically preferred going direct to publishers for media buys, while running highly targeted campaigns. During H1 of 2017, nearly three quarters of spend for the Retail category across desktop, mobile, and video was direct - up ten percent YOY.
 
Which brands are spending the most via direct buys? And, are any larger brands utilizing programmatic? Let's take a look.
 
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Schedule a Meeting With Our Team At Shop.Org

By Jordan Kramer on Sep 18, 2017 11:00:00 AM


 

If you are planning on being in LA at the end of this month to attend Shop.Org, schedule a meeting with our team! Pathmatics will be an exhibitor at the digital focused conference that runs from Monday, September 25th through Wednesday the 27th at the LA Convention Center.

Topics: Announcements
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Brand of the Week: Campbell's Soup Company

By Jordan Kramer on Sep 15, 2017 4:12:23 PM

With the return of football season, big brands are cozying up to the 50-yard line with new ad campaigns. CSC Brands (Campbell’s Soup Company), an official NFL sponsor this year, is using the kick-off to promote a new addition to their Chunky soup lines.
 
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According to Winmo, CSC is looking to accelerate their digital efforts and beef up their marketing plans for its US soup portfolios to continue growing share of the Chunky and Well Yes lines. With that, there will be opportunities for both the agency and publisher sides to get in on the action. See how CSC Brands is spending across digital with our latest brand of the week report.
 
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Advertising in the Wake of Natural Disasters

By Jordan Kramer on Sep 14, 2017 3:00:10 PM

The last couple weeks have been trying for everyone across the US as we anxiously watched areas in Texas and Florida get rocked by history-making hurricanes. As emotions run high, some brands have used digital advertising campaigns to raise awareness for disaster relief. Big publishers have also pitched in with partnerships to provide ad space for organizations to bring more attention to the relief efforts.
 
Here are some of the most emotional creatives we’ve come across, created with intent to raise money and awareness for those affected by Hurricane Harvey and Irma. To find out ways you can assist with relief efforts, check out this list from Newsday here.
 
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Meet the Top 10 Digital Ad Spenders in 2017 So Far

By Jordan Kramer on Sep 13, 2017 5:00:00 PM

We are now over halfway through 2017, and marching towards the end of Q3. Big brands have executed a good portion of their advertising budgets already, while some may be waiting for the upcoming holiday season to kick spending into full gear.
 
Which brands have had the biggest advertising budgets so far in 2017? Using Pathmatics’ digital advertising intelligence platform, we compiled the top ad spenders across desktop display, mobile display, desktop video, and mobile video for the first half of 2017. 
 
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Brand of the Week: Brinker International

By Jordan Kramer on Sep 8, 2017 10:30:00 AM

Babyback ribs, anyone? Brinker International, the parent company of Chili’s Bar & Grill and Maggiano’s Little Italy, recently launched a media review according to Winmo (a Pathmatics partner). The company bid farewell to their AOR of ten years, Hill Holiday, recently and is looking to “ engage agencies for work on a project-basis.
 
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Looking to court the newly single Brinker International from either the agency or publisher side? Download their full digital strategy over the last thirty days, and see insights from their recent buying trends below.
 
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Schedule a Meeting With Our Team at DMEXCO

By Jordan Kramer on Sep 6, 2017 1:00:00 PM


 

For the third year in a row, the Pathmatics team will be attending the world’s largest adtech event next week. Schedule a meeting with us at DMEXCO to discuss ad tracking solutions, and ways to get a competitive edge across digital.
 
Pathmatics will be there September 13th and 14th located in Hall 8 A21 - C28 within the larger BDMI space.
 

Schedule A Meet-up With Us

Topics: Announcements
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How Can Ad Intelligence Software Save Me Money?

By Ken Roberts on Aug 29, 2017 10:00:00 AM

It’s the question on everyone’s mind: how can ad intelligence actually save my company money?

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Brand of the Week: Ford

By Jordan Kramer on Aug 27, 2017 8:49:47 AM

As the Summer winds down, auto manufacturers are looking to clear their lots to make room for next year’s models. Some new models are already launching which means sales for consumers, and increased ad spend for the manufacturers. Ford is no exception, promoting their Sumer Sales Event in addition to new 2018 F-150 truck models.
 
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How has Ford been divvying up their ad budget rounding out the Summer? See below for spend breakdowns by device-type as well as competitive comparisons. To download the entire Brand of the Week Report detailing Ford’s display strategy over the last thirty days, click here.
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The Top Display and Mobile Ad Networks in Q2

By Jordan Kramer on Aug 25, 2017 4:15:00 PM

During Q2, over $2.7B was spent by the top 500 advertisers across desktop, mobile, and video. On desktop, direct buys fueled the majority of ad spend, but ad networks took in thirteen percent of spend and delivered 38% of display impressions. On mobile, ad networks represented fifteen percent of the total spend share for the top 500 advertisers and were responsible for 40% of mobile impressions.

Which ad networks raked in the most money and fueled the most digital impressions during Q2? 

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How to Get the Most Out of Pathmatics in 5 Quick Steps

By Ken Roberts on Aug 22, 2017 10:00:00 AM

Ad intelligence software is a significant investment, so you’d better make sure you’re getting the most out of it.

Pathmatics is no different. If you’re considering this solution—or already have an account—you want to see value from it as fast as possible.

This post is here to help. We’ll walk you through the steps you should take to hit the ground running with your Pathmatics account. 

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Brand of the Week: The Hertz Corporation

By Jordan Kramer on Aug 18, 2017 3:25:18 PM

Itching for a road trip? Car rental giant, The Hertz Corporation is hoping you are after upping digital advertising spend leading into the summer months. The company is now experiencing its highest ad spend year-to-date, focusing on getting you on the road to your next destination. The parent company of Advantage, Firefly, and Hertz Rental Car companies, in addition to Herc Industry Rentals, recently dropped MEC as their media agency and looks to be buying digital in-house for now.  
 
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For agencies and sellers looking to court the brand, stay focused on display. Hertz prioritized display as their top device-type for the year and the channel has consumed nearly 90% of the brand’s digital budget over the last thirty days. Download The Hertz Corporation’s entire display strategy, including spend and impression data, here and read on for more insights.

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3 Ways to Get the Most Out of Your Pathmatics Dashboard

By Ken Roberts on Aug 16, 2017 10:00:00 AM

When you log into Pathmatics, you’re presented with tons of digital advertising data. That begs the question:

Where to begin?

The Pathmatics Dashboard is a great place to start setting up your personalized account. This Dashboard greets you when you log into your account. It tracks the advertisers, websites, and ad networks you’ve chosen to follow. When viewing the profile of any advertiser, website, or ad network, just click the “Follow” button and it’ll be added to your Dashboard.

The Dashboard is a brand manager’s best friend. It saves you time by presenting the most important data in nearly real-time, customized for your needs.

Below, we’ve outlined some ways to use the Dashboard profitably, so you can get the most out of Pathmatics as quickly as possible.

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How to Become an Ad Spy

By Jordan Kramer on Aug 15, 2017 4:00:00 PM

Looking to become a bit more Bond-like to spy on your competitor’s digital advertising activity? There are ways for you to do that on a daily basis, because let’s face it, your competitors are already spying on you.
 
Beat them at their ad game with these tips to stay ahead, and keep your strategy responsive to real-time market changes.

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Brand of the Week: Nordstrom

By Jordan Kramer on Aug 11, 2017 4:24:38 PM

Nordstrom recently had their well-publicized, yearly Anniversary sale that went from July 21st until August 6th. The giant retailer also released their Q2 earnings this week, topping expectations with positive sales amongst the department store category. The company’s “One of a Kind Sale” as it was messaged this year, was a huge focus for their digital efforts over the last thirty days. It is also  rumored that Nordstrom brought their digital in-house for the remainder of 2017, and is on the look-out for a new media agency.
 
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See Nordstrom’s entire display plan with our free Brand of the Week Report here, and read on for more insights from their creative and site strategy below.

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The Biggest Advertising Budgets in Q2 [Report]

By Jordan Kramer on Aug 10, 2017 5:01:08 PM

Over $2.7 billion was spent on digital advertising by the top 500 advertisers across devices during Q2 2017. Tax software companies faded off as their season came to a close, allowing room for other top ad spenders to climb to the top of the rankings. Samsung and LG heated up across digital, competiting neck-in-neck with each other by spend and impressions. Desktop buyers continuted to prefer direct deals, over programmatic, accounting for the majority of spend from the top 500 advertisers. And, Wix.com upped their digital presence with a huge desktop video push during Q2, gaining the brand 2.4B impressions.

See which advertisers had the biggest advertising budgets during the quarter with our exclusive Q2 Top Advertisers Report and read on for more highlights.

Topics: Reports
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Brand of the Week: Subway

By Jordan Kramer on Aug 4, 2017 4:54:00 PM

Announcing plans for a “ digital makeover” across all facets of their business last year, Subway is staying true to their word. Already outspending their digital advertising budget for 2016 by over $2M, and with five months left in the current calendar year, the world’s largest sandwich chain is trying to keep up with the times and target millennial consumers. Doing away with messaging focused on healthy eating, the brand is repositioning itself with a new digital team and also, a new [ recently announced] agency review.
 
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Subway is the current ninth top digital advertising spender in the Food & Drink category, spending over $4M across desktop, mobile, and video over the last thirty days. The brand just began upping their video spend for the first time this year in July, now accounting for just over 60% of their entire digital budget. Throughout 2017, Subway has focused more on desktop/display placements before switching their mix in the beginning of Q3. Download their full digital advertising plan in the new Brand of the Week report, and read on for highlights from their current creative strategy.

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How Does Pathmatics Work?

By Jordan Kramer on Aug 3, 2017 4:15:00 PM

You deserve to know how your ad intelligence solution gathers its data.

Most companies won’t tell you what’s behind their software, and we don’t blame them. If we weren’t sure our technology could effectively serve our customers, we wouldn’t either.

However, you should feel completely confident that an ad intelligence solution works in the way you expect. We can’t speak for the other solutions out there, but we can tell you exactly how Pathmatics works. To do that, you need to understand a little bit about the ad serving process.

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How to Budget for Desktop, Mobile and Video Using Your Competition’s Top Allocation Strategies

By Jordan Kramer on Aug 2, 2017 2:00:00 PM

Where should you put the budget for your next digital ad campaign? Desktop, mobile or video? It’s often difficult to choose an effective budget allocation strategy for any new campaign, as you don’t have the data to back up which channels are most successful for your new approach.

Whether you’re using new ads, or you’re targeting an entirely different audience, deciding which channels will reach the most appropriate viewers can feel like flying blind.

So how about…don’t fly blind.

Using competitive ad intelligence, you can identify how your competitors are budgeting and use this intel to inform your next campaign. Not only will this ensure a more targeted approach, but you’ll be able to reach more of your competition’s audience, as well. 

Let’s walk through an example.

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Brand of the Week: Land Rover

By Jordan Kramer on Jul 28, 2017 3:57:41 PM

What’s driving you? That is the question Land Rover is asking in some of the auto manufacturer’s latest creatives on digital. The brand, under the parent company Jaguar Land Rover, is currently undergoing a media review until October, amidst hiking up digital spend on display.
 
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Read on for a look at how Jaguar Land Rover is budgeting out digital spend between their two brands, and more insights from Land Rover’s current display strategy. To download the entire advertising report click here.

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The Ad Preview Tool You Need in Your Arsenal

By Jordan Kramer on Jul 26, 2017 11:00:00 AM

We all like to see something first before we commit our dollars to purchasing, the same goes with ad placements. What will your creative look like on a specific website? How does the creative mesh with the look and feel of the site’s branding? Time to stop using Photoshop and start using the Pathmatics AdMocker. This free ad preview tool allows you to make ad mock-up presentations quickly and easily to send off your clients. See how with three easy steps.
 
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Brand of the Week: ConAgra Foods

By Jordan Kramer on Jul 21, 2017 1:01:17 PM

Rumors are  swirling that ConAgra - the behemoth parent company that counts Hebrew National, PAM, and Healthy Choice in their roster - has taken their programmatic buying in-house. For a brand that has spent over $8M on digital over the last twelve months, with only 30% of that going direct to publisher, that is a hefty programmatic budget for the brand to work with.
 
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Read on for highlights from ConAgra's current digital buying plan, and see the brand's entire digital advertising strategy in our new Brand of the Week Report.

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How an Ad Intelligence Tool Provides ROI for Marketing Departments

By Ken Roberts on Jul 20, 2017 11:00:00 AM

If you could effortlessly prove ROI on your paid advertising, month over month, how much easier would your job as a marketer be? 

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Your Competition Is Spying on Your Digital Ad Strategy

By Ken Roberts on Jul 18, 2017 11:00:00 AM

It’s true: your competition has detailed information on how much your brand spends on digital ads and where you place those ads. Competitors can even see which creatives you’re running.

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How to Convince Your Brand Manager to Spend More on Digital with Competitive Intelligence

By Jordan Kramer on Jul 17, 2017 11:00:00 AM

You know you need to be spending more on paid digital advertising. Your brand is not going to reach its quarterly or yearly goals at this rate, and you’ve optimized and re-optimized your digital campaigns. There’s just not enough money in the budget.

But this can be hard to prove to the brand manager or marketing director. Luckily, competitive intelligence software gives you access to crucial data to back up a budget pitch. Having competitor data, compared side-by-side with yours, could be the missing element of an effective ask.

Let’s walk through the competitive data you can take to the financial decision makers for a budget boost. 

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Brand of the Week: YETI

By Jordan Kramer on Jul 14, 2017 3:29:25 PM

The rugged brand you may have come across on the bed of a truck or on your last fishing trip, recently moved media agencies amidst corporate wide changes and growth. YETI, the Austin, TX based outdoor goods manufacturer expanded their product line this year and in turn, recently  switched their media buying and planning over to Backbone Media from Mediavest/Spark (Publicis). The incumbent agency has handled media for YETI since 2013 in the competitive cooler category that has been heating up as other brands like RTIC, Pelican, Engel, and Igloo had stepped up their games. Pathmatics partner Winmo reports that McGarrah Jesse is still handling creative for the brand, and Backbone has functioned as their PR/earned media agency before taking over all media just in time for holiday season planning.
 
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Last month’s Father’s Day was a large focus for the company, known for it’s high-end coolers and other products appealing to the outdoor, hunting, fishing, rodeo and barbeque verticals. With masculine messaging and images in their creatives, the brand has increased their display presence accounting for 87% of their digital spend. Read on for highlights from YETI's recent creative campaigns, and download their entire display strategy in our new Brand of the Week Report.

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Why Pathmatics Believes in Complete Ad Transparency

By Ken Roberts on Jul 13, 2017 11:00:00 AM

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.

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How to Report to Your C-Suite and Brand Managers on Digital Ads

By Jordan Kramer on Jul 12, 2017 11:00:00 AM

If your C-suite or brand manager asked tomorrow for a list of the most important metrics they should use to make ad spend decisions, could you deliver?

Many digital advertisers think they could. They pull numbers, package the data and deliver a weekly, monthly or quarterly report only to find out way too late they were wrong about what executives cared about.

That’s because data in digital advertising presents some difficulties.

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Brand of the Week: The Home Depot

By Ken Roberts on Jul 8, 2017 11:56:48 AM

When it comes to digital advertising in the Home Improvement category, there's an 800-pound gorilla (The Home Depot) and a 400-pound gorilla (Lowe's). And then there's everyone else.

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This week, we're looking at The Home Depot and how they compete for share-of-voice against Lowe's and the other Home Improvement players.

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Which Brands Are Back Advertising on YouTube?

By Jordan Kramer on Jun 29, 2017 6:15:00 PM

In early Spring, amidst concerns about ads ending up next to extremist content, many large brands began pulling their ads from YouTube. Considering that YouTube was the top digital site during Q1, speculation ensued about the longevity of a brand boycott with a top publisher. While the boycott was dramatized, Pathmatics data (as featured in Digiday) showed that overall ad spend on the site was still consistent, and little impact had been felt from Google’s prized video site.
 
But where do the brands stand now? Digiday and Wall Street Journal recently used Pathmatics data to report on the brands that have recently returned to the most dominant video site. Here's a look at the top brands currently spending on YouTube, and a close-up look at a brand that pulled their ads entirely before returning to the site this month.
 

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Pros and Cons of Ad Intelligence: Is It Really Worth It?

By Jordan Kramer on Jun 27, 2017 12:00:00 PM

You’re already strapped for budget as a paid digital advertiser. Why would you want to use part of your budget to pay for ad intelligence software? Or worse yet, have to set up a meeting to ask for more budget?

Often, ad intelligence software can prove its worth in the value it brings to your advertising strategy. Better advertising strategy equals more effective spending. But it’s not for every brand.

First, let’s define what kind of ad intelligence software we’re talking about, and then we’ll get into the details about whether ad intelligence is worth the cost.

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Brand of the Week: GAP Inc.

By Jordan Kramer on Jun 24, 2017 8:37:32 AM

Nothing says Summer like tees & shorts, right? That’s what GAP Inc., is saying with a bevy of new creatives highlighting Summer style and big sales to peak your interest. The parent company of Old Navy, Piperlime, Banana Republic, Athleta, Intermix, styld.by, and their namesake brand, is heating up for Summer running 165 unique display creatives over the last thirty days across an average of 141 sites per day.
 
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GAP Inc. invests the most on display and desktop video placements, with mobile ads representing only 7% of the brand’s digital budget over the last thirty days. That is consistent with GAP Inc.’s ad spend so far in 2017, dishing out over $7M on display placements since Jan-1. See how they have distributed their budget amongst their sub-brands below, and download the full report of their advertising activity here.
 

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Which Brands Spent the Most on Digital Advertising in Q1? We Have the Answer.

By Jordan Kramer on Jun 21, 2017 3:30:00 PM

The First Quarter is always marked by a ramp-up in advertising from the Health & Fitness category, a surge from the tax software industry, the continuance of Financial Services marketing to pay off those holiday gifts, and one of the largest sporting events of the year. Q1 2017 saw the same consistent trends spotted year after year, with the emergence of some new brands to grace the top ten ad spend rankings across devices.
 
Over $2.7 billion  was spent on digital advertising by the top 500 advertisers across devices, see which advertisers were spending the most in our exclusive report and read on for highlights.
Topics: Reports
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How to Effectively Restructure Your PPC Display Account in 4 Steps

By Jordan Kramer on Jun 20, 2017 4:05:25 PM

Whether you’ve just inherited a new account, or you’re now in a position to make crucial account decisions, you may be thinking about an account restructure. This isn’t something you enter lightly. Shifting a PPC account around can dramatically affect the campaign’s metrics, but not always in a positive way.

So naturally, you need to make sure you don’t miss a beat. From pinpointing the true issues with the current structure, to building out a new plan, each step is pivotal to your success on the account.

No worries, you can handle it. But just to make sure you stay on track, here are the 4 major steps to restructuring a PPC account.

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Brand of the Week: Yum! Brands

By Jordan Kramer on Jun 16, 2017 5:24:36 PM

In the last twelve months, Yum! Brands has spent over $36M on digital advertising across desktop, mobile, and desktop video. The largest piece of their digital ad budget - over 64% - has gone to desktop/display placements. Over the last thirty days, the parent company of Taco Bell, KFC, and Pizza Hut has dished out over $1.2M on desktop advertising alone, accounting for 66% of their digital budget.
 
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Desktop/display advertising is clearly a priority for the brand, and for most Quick Service Restaurant (QSR) brands. According to TubeMogul, 62% of QSR companies serve ads exclusively on desktop, while 36% of QSR brands use both desktop and mobile. Uncover Yum! Brands’ entire desktop advertising strategy with our new Brand of the Week report here, and read on for highlights from the last thirty days.

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We're Hiring! Join Our Teams in Santa Monica & NYC

By Jordan Kramer on Jun 14, 2017 11:00:00 AM

Our team is growing and looking for motivated individuals to join the excitement of driving the world's leading ad intelligence platform.

We are currently hiring for several positions based in New York City and out of our headquarters in Santa Monica (Los Angeles). See below for some of Pathmatics' open career opportunities, and check out all the postings here.

Topics: Announcements
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Choosing the Best Websites to Advertise On — Part 1, Getting Started

By Jordan Kramer on Jun 13, 2017 2:00:00 PM

It has never been more important to determine which sites your brand advertises on.

For one thing, transparency into where your ads appear is critical, as ad networks find themselves under fire for placing brand ads next to hateful content online.

Second, audiences are becoming much more selective about the advertising they consume. In fact, 81% of consumers have closed a browser or exited a webpage because of an ad, according to HubSpot data. 

This means that placing your ads on the right sites is more important than ever. 

But current ad platforms make this extremely difficult. The industry is facing a serious crisis because many ad networks can’t guarantee where ads will be placed. The damage to brand equity and company perception can be immense when ad placements don’t align with brand goals. 

And good luck actually deciding strategically where to put your ads based on legitimate, useful data.

That is, unless you have an ad intelligence solution.

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April's Top 5 Mobile Advertising Spenders

By Jordan Kramer on Jun 12, 2017 1:00:00 PM

Mobile advertising is still fighting for share of budget amongst the top digital advertisers as brands focus on display and video, but the device-type is still bringing in cash. The top 500 mobile ad spenders invested over $75M on mobile placements during the month of April led by Clarus Commerce, Procter & Gamble, and TurboTax. As the Tax Season deadline approached in early April, TurboTax turned up the awareness campaigns to reach those last-minute tax filers.
 
Direct buys dominated mobile buying overall, consuming 77% of the total spend for the device-type and returning 39% of the mobile impression share. Google AdX+AdSense was the top partner on mobile, raking in 7% of mobile spend for the month of April while garnering 15% of the impressions. Amazon’s mobile ad network took in 4% of spend share, yet delivered 17% of the mobile impressions. All in all, ad networks accounted for the majority of mobile impressions during the month with 43% share. Direct buys followed, bringing in 39% of impressions.
 
See how the top five mobile ad spenders allocated their budgets, the percentage of spend that was directed to mobile, top sites, and buying partners. To download the entire April Top Advertisers report for 2017 detailing the top spenders and advertisers by impression volume across display, mobile, and video, click here.
Topics: Reports
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Brand of the Week: Marriott International

By Jordan Kramer on Jun 9, 2017 4:00:21 PM

In an era where people are booking more travel online, rather than calling up a hotel or airline, grabbing those digital wins is of the utmost importance. Hotel chains have recently become more aggressive with their marketing plans in order to compete with the travel-booking sites such as Expedia & Priceline that are selling the same rooms. In order to avoid paying out high commissions to online travel sites, hotels are hoping to take reservations into their own hands with more sophisticated advertising strategies.
 
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Marriott International is the current eleventh top digital advertising spender in the travel category, spending $645K on average per month on display placements alone in 2017. Over the last thirty days, the brand invested nearly 70% of their digital budget into desktop/display ads. Download their full desktop advertising strategy in the new Brand of the Week report, and read on for highlights.

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The Biggest 2017 Challenges for Digital Advertisers and How to Tackle Them

By Jordan Kramer on Jun 8, 2017 4:30:00 PM

The digital advertising space is constantly changing, yet some challenges remain the same. Have ad blockers presented a problem for you in the past? Well, that’s not going away anytime soon. Ad costs getting a little too high over the last few years? Don’t expect that to change.

Here’s what you can expect as a digital advertiser in 2017, and how you can tackle these problems head-on during the second half of the year.

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Hitting Your Digital Ad KPIs: The Importance of the Right Impressions

By Jordan Kramer on Jun 6, 2017 11:00:44 AM

Starting a new ad campaign? You’ll need a starting point – defining your goals. But once you’ve determined what you want to get out of the campaign, how do you measure success?

Start with impressions. These are the building blocks of your common KPIs, like CTR, CPC and CVR. Without impressions, your ad campaign is a bust, whether it’s awareness or conversion focused.

What can impressions really tell you about the effectiveness of my ad campaign? You only care about the bottom line.

Good question. Impressions are the building blocks of a solid campaign strategy, and without targeted impressions, you won’t get quality clicks, and in turn, you’ll be wasting your budget.

Here’s how to determine if you’re on the right track.

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Brand of the Week: Southwest Airlines

By Jordan Kramer on Jun 2, 2017 5:18:21 PM

Airline companies have been fixtures in the news recently, from onboard passenger incidents to complete PR gaffs, the industry isn’t having the greatest year. United Air Lines put the brakes on their digital advertising spend following a overbooked flight that resulted in one passenger being dragged off the plane by security. Southwest, Delta, American Airlines, and Spirit Airlines have all dealt with publicized situations involving passengers in the last couple months, throwing their PR and marketing teams into overdrive. 
 
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See how Southwest is responding online with digital insights from their ad strategy over the last thirty days across desktop, mobile, and video. Don’t forget to sign up for the free report detailing spend and impression data, plus top sites and more  here.

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5 Tactics to Monitor Your Competition’s Digital Ad Strategies

By Jordan Kramer on Jun 1, 2017 3:30:00 PM

Want to know what your competitors are up to in terms of advertising? Of course you do. How other brands are advertising can offer clues into their next big move, who they’re targeting, how well the brand is performing financially and so much more.

Having access to where, how and how much your competitors are spending, as well as what they’re promoting, is key to remaining competitive.

Here’s how to get started spying on the competition.

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Brand of the Week: VISIT FLORIDA

By Jordan Kramer on May 26, 2017 4:00:00 PM

If you are seeing creatives with gorgeous beaches and new adventures that are waiting for you on all of your online devices - you aren’t the only one. The tourism industry is heating up, especially in domestic markets, as consumers look to plan a summer vacation. Over the last thirty days, four out of the top ten ad spenders on display were tourism boards. Both Travel Oregon and VISIT FLORIDA have increased their budgets significantly across digital over the last couple weeks, both targeting an array of travel-booking publishers.
 
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VISIT FLORIDA upped their desktop advertising spend by nearly seventy percent over the last month compared to the thirty days prior. Display advertising is a big priority for the brand, with the channel accounting for 71%  of their current ad spend. Read on for more insights from VISIT FLORIDA’s recent digital advertising activity and download the full report here.

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How to Win Your Next Paid Advertising RFP using Competitive Ad Intelligence

By Jordan Kramer on May 25, 2017 12:00:00 PM

RFPs often take time and resources away from current clients and viable leads. And while it’s an opportunity being handed to you, it’s likely being handed to at least a handful of other companies with the same solutions. While you don’t want to pass up an opportunity, sometimes there’s no way to be confident you can win the business.

So what powers a winning response?

Plenty has been written about the steps to a winning RFP response, from unpacking and truly understanding specific requirements, to making sure the final submission exudes clarity, brevity and style.

In between all that, there are two critical parts of a winning response that stand out for our purposes here: 

  • Understanding the context of the prospect’s status quo – their category and competition.
  • Differentiating yourself — demonstrating with data-driven recommendations why you are the best choice.

How do you tackle these? That’s where digital advertising intelligence come in.

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Winmo Users Gain Ad Insights With Pathmatics Partnership

By Jordan Kramer on May 23, 2017 10:00:00 AM

Pathmatics recently teamed up with Winmo, a product of List Partners Inc., to integrate digital advertising insights into their award-winning sales intelligence platform.
 

Now, Winmo users can seamlessly view a set of creative, buying, and site data without leaving a profile page.  The integration gives sellers a snapshot of a prospect’s latest ads, where they’ve run, and how many impressions were seen a 30-day window.

Topics: Announcements
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Brand of the Week: Kind Snacks

By Jordan Kramer on May 19, 2017 3:11:23 PM

Have you heard of Restless Palate Syndrome? If not, you most likely haven’t visited Lifehacker.com or theonion.com recently where Kind Snacks is running their new digital campaigns. The brand, known for it’s natural line of bars and other food products, recently launched a new flavor competition accompanied by parodied medical commerical inspired video creatives to get your attention online.
 
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Read on for digital insights from Kind Snack’s ad strategy over the last thirty days across desktop, mobile, and video. Don’t forget to sign up for the free report detailing spend and impression data, plus top sites and more.
 

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What Is Ad Intelligence and How Can It Benefit Brands?

By Jordan Kramer on May 18, 2017 2:00:00 PM

Digital advertising has a transparency problem.

Brands have a difficult time gaining insight into what they’re paying for or where their ads are being placed. 

On top of all this, the cost of digital ads overall has increased by 12 percent within the last two years, meaning brands are paying more, yet still don’t have a better look into how ads perform or where they appear. 

This problem is not going away. Major ad providers like Google are working to address where ads are placed, which is a positive development. But third-party networks and providers have done little to make digital advertising more transparent. 

Brands are the ones who lose in this environment.

But it doesn’t have to be this way.

Ad intelligence solutions provide clarity in an unclear advertising ecosystem. In fact, if your brand is running significant numbers of ads online, ad intelligence solutions are absolutely critical to getting the best return on your investment.

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Do You Have the Right Ad Budget? Compare it to Competitor Budgets to Find Out

By Jordan Kramer on May 16, 2017 1:00:00 PM

The average ad spend for the top 500 advertisers in 2016 hit slightly above $19 million, with the top advertiser, Proctor & Gamble, dishing out more than $200 million. Where does your annual ad spend fall?

Being able to compare your budget, and your spending strategy, to your competitors’ is crucial to determining an effective financial plan. 

So what’s the best way to do this? Compare your budget to the competition with ad intelligence. Here’s a step-by-step guide to determining your budget for Q3 and beyond.

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Brand of the Week: Airbnb

By Jordan Kramer on May 12, 2017 1:00:00 PM

The brand that has given the hotel industry a run for its money has now forayed into the business travel world. Aiming to be a solution for business travelers with perks such as 24 hour check-in, wifi, and “premium support” as detailed by accompanying landing pages, Airbnb rolled out a new campaign across desktop and mobile on May 3rd. With brazen creatives stating, “There’s a new way to travel for work.” the brand is re-focusing all of their digital efforts to this initiative. 
 
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Read on for highlights from their recent campaign and download their full strategy with our new Brand of the Week report here.
 

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How to Increase Brand Visibility: 3 Strategies

By Ken Roberts on May 9, 2017 11:01:00 AM

It’s the question on the mind of marketers and advertisers everywhere: how do you make your brand stand out online?

With all the noise out there, attention comes at a price. Often, it’s a hefty one. The cost of digital ads alone has increased by 12 percent within the last two years.

Where do you secure brand placements? How much should you spend on them? What results does better brand visibility actually produce?

Effectively answer these questions and expect your brand to secure real lift, visibility and value from its outreach efforts. On the other hand, fail to answer these questions and you may be spending more money, time and energy for less result.

So how can you get better brand visibility?

Our research and proprietary data show that there are three major strategies.

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How The Top Financial Services Digital Advertisers Were Spending in Q4

By Jordan Kramer on May 8, 2017 4:01:00 PM


Digital ad spend for the Financial Services Category dropped to $460M in the Fourth Quarter of 2016, down from $541M the previous quarter. While Q3 saw a 22 percent surge from the $443M spent by the category in Q2, the spike was short-lived and dropped back under $500M at the end of the year. 
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Brand of the Week: 1800Flowers

By Jordan Kramer on May 5, 2017 4:00:00 PM

With Mother’s Day fast approaching on May 14th, the race is on for online floral retailers to launch their largest campaigns of the year. In 2016, 1800Flowers spent $500K on desktop/display placements in the two weeks leading up to the holiday. This year, the brand started ramping up three weeks before Mother’s Day, dropping nearly six figures in the three days from Monday, April 24th to Wednesday, April 26th. That’s fifty percent of their total display spend from the month prior.
 
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For 1800Flowers, display advertising is everything - consuming 90% of the brand’s digital spend from March to April. Read on for more insights from their display strategy, and download the full Brand of the Week analytics report here
 

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Brand of the Week: The Kraft Heinz Company

By Jordan Kramer on Apr 28, 2017 4:30:00 PM

For as large of a company as Kraft Heinz is - with revenues exceeding $4.4B per quarter   - the advertiser spends the majority of their digital budget on display advertising. In the last thirty days alone, 89% of The Kraft Heinz Company’s digital budget was invested across an average of 150 desktop sites per day. Mobile web and desktop video placements consumed the last of the brand’s digital budget. 
 
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Considering the value of desktop/display advertising to Kraft Heinz, this week’s Brand of the Week Report unveils their display strategy. Understand which partners the advertiser is using to place programmatic buys, the sites they are targeting, and the creatives they are running. Read on for more insights and download the full report here.
 

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Inside Data on the Top 7 Travel Advertisers, from Royal Caribbean Cruises to Hilton

By Jordan Kramer on Apr 14, 2017 9:00:00 AM

The travel industry spent more than $78 million on digital advertising in February 2017, with the top seven advertisers spending about 34 percent of the industry’s total outlay.

Cruise advertising activities picked up significantly in February for both Carnival Cruise, the top travel spender, and Royal Caribbean Cruises, the fifth highest spender. This trend is reflected in 2016 spend data, as well.

Carnival Cruise Line spend, Jan. 1, 2016 – Feb. 28, 2017

Royal Caribbean Cruises spend, Jan. 1, 2016 – Feb. 28, 2017

How did both major cruise lines spend their money in February?

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Brand of the Week: Carnival Cruise Line

By Jordan Kramer on Apr 13, 2017 10:00:00 AM

Spring Break season is officially here! While some of your friends and colleagues are already soaking up the sun, cruise lines are trying to reach those still on their computers, ready to click “Book Now” on any tropical adventure. Just this last week, on April 3rd, top travel advertiser Carnival Cruise Line released seventeen unique creatives across desktop, mobile, and video channels. The week prior, the brand upped their impression share on Wunderground (The Weather Company) by 2.3 times their thirty day average. Clearly, the travel advertiser is on a mission to sell out the remainder of their Spring and Summer cruises. 
 
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 On the creative end, Carnival Cruise Line wants you to know that there is a cruise for everyone. From a family trip with grandma and the kids, to a mom-recharge, or a couple’s escape - they have creatives for all audiences. The brand has been focusing heavily on video advertising, consuming 63% of their digital budget over the last thirty days, to paint a picture of a relaxing adventure for anyone that comes across their ads. Read on for insights into Carnival’s creative strategy over the last thirty days, and download the latest brand report detailing their entire digital buying plan  here.
 

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United Airlines Halts Digital Ads Following Controversy

By Jordan Kramer on Apr 12, 2017 2:31:53 PM

Since the news broke about an over-booked United flight on Sunday that resulted in a passenger being dragged off the plane by security, the brand has put the brakes on their digital advertising spend. This is not the first time an advertiser pulled their online ads in response to scandal in an effort to shy away from more unwanted attention. In United’s case, the past 48 hours have been very telling for the airline that was spending an average of $36K per day on digital during the thirty days prior to the incident. Yesterday, the brand spent less than $2K on digital advertising.
 
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LA AdTech Panel Recap: Consolidation, Competition & Fraud

By Jordan Kramer on Apr 6, 2017 2:30:00 PM


We recently hosted the LA AdTech community for a mixer and panel discussion on the topics of fake news, consolidation, competition, and fraud in the digital advertising ecosystem. Since the event, the news has become even more saturated with issues attributed to digital transparency as brands continue to pullback on YouTube. On Breitbart alone, the site counted 25 of the top 50 consumer brand advertisers as clients from January to February of 2016. In 2017, that number dropped to 4 out of the top 50. Brands are now, more than ever, concerned with brand safety and understanding where their content and creatives are appearing online.

Whether you’re on the buy side or the sell side of the spectrum, or a data company like us in between, the current issue of transparency affects everyone involved. Pathmatics CEO Gabe Gottlieb moderated a panel of industry experts from different sides of the digital ecosystem to discuss how these topics are impacting them.

Panelists included:


Read on for clips and highlights from the discussion.

Topics: Announcements
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Brand of the Week: Bank of America

By Jordan Kramer on Mar 31, 2017 10:00:00 AM

When you come across an ad online with the title “How to Start Difficult Conversations About Cognitive Decline,” you may not immediately think of banking.
 
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For Bank of America, however, their recent content strategy has progressed to highly coordinated native creatives and landing pages with how-to advice centered around the theme of family values:
 
  • How to bring children into the family business
  • How to talk to a loved one about financial management
  • How to comfortably retire with a financial advisor
The banking behemoth is hitting home with their messaging.
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Exclusive Data on the Top 7 Food and Drink Advertisers, from McDonald’s to Anheuser-Busch

By Jordan Kramer on Mar 29, 2017 2:30:00 PM

The food and drink industry spent more than $97 million on digital advertising in February alone. In fact, the vertical is the seventh top advertising industry, according to Pathmatics ad impression data.

Given the impulsive and frequent nature of food and drink purchases, it’s crucial for these brands to stay top-of-mind. With the top seven advertisers taking more than 22 percent of the industry’s impressions, they’re capturing almost a quarter of the industry’s entire impressions. So how do other brands compete for brand awareness in this industry? 

By analyzing the successful advertising strategies of these top competitors and making them their own. Below, we’ll highlight some of the advertising strategies of the top industry spenders to help you get started. 

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Brand of the Week: Verizon

By Jordan Kramer on Mar 24, 2017 5:30:00 PM

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It’s been a tough month for Google and YouTube as more and more brands are pulling ads from the world’s top video site amid controversy over creatives being placed next to extremist content. Johnson & Johnson, The Guardian, AT&T, and Verizon - to name a few - have all publicly stated that they will no longer be buying ads on YouTube. How serious is this for the publisher? 
 
For Johnson & Johnson, the brand has spent only $565K over the last twelve months on YouTube according to Pathmatics data, which won’t hurt the site’s $3B+ yearly revenue. Verizon, on the other hand, spent nearly $80M on YouTube across desktop, mobile, and video device-types over the last year. That level of spend makes Verizon the third top customer for YouTube - a customer that YouTube surely does not want to lose.
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Who Are the Top Advertisers in Travel? We Have the Answer

By Jordan Kramer on Mar 23, 2017 3:00:00 PM

January brings winter weather to many parts of the United States, and the desire to escape along with it—if the ad spending of travel companies is any indication. Firms in this sector spent more than $67 million from January 1-January 31, 2017 on digital advertising. Top brands like Carnival Cruise Lines, Expedia and Disney jockeyed for eyeballs and attention across desktop, mobile and video, both by spending directly with advertisers and indirectly with ad networks.

Who reigned supreme in the quest for consumer attention? We looked at proprietary Pathmatics data to find out the top advertisers for this period.

Read on to pull back the curtain on January 2017 media brand ad spend.

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You're Invited: LA AdTech Mixer Hosted by Pathmatics

By Jordan Kramer on Mar 16, 2017 11:00:00 AM


“Fake news” undoubtedly has taken a toll on the industry recently, and brought the issue of programmatic buying to the forefront of advertisers’ minds with brands calling for transparency and accountability on behalf of the adtech community. In a rapidly changing and growing digital advertising ecosystem, it is crucial for brands, agencies, publishers, and adtech vendors to get on the same page in terms of expectations from each other, and move towards solutions to industry wide problems.

Whether you are on a brand team concerned about consolidating your partners or dumping more of your budget into social, an agency buyer dealing with fraud and arbitraged buys, a publisher trying to work with the best SSPs, or an adtech vendor attempting to demonstrate transparency to your clients - this topic impacts your business.

Topics: Announcements
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January's Top Digital Advertisers

By Jordan Kramer on Mar 15, 2017 5:30:00 PM



New Year, new taxes to file! In January, brands such as TurboTax and TaxACTbegan their digital campaigns to kick off tax season, each attacking separate device types to gain brand awareness. TurboTax invested the most on digital out of the tax sector, coming in as the top digital spender overall across desktop, mobile, desktop video, and mobile video. The gloves are officially off as tax software brands battle it out until early April. What’s even more interesting is the spend patterns we identified below from the top tax spender.

Feature films had a big month on digital, with blockbusters such as XXX: Return of Xander Cage Movie turning to display advertising to ramp up awareness (and ticket sales) for the premiere. If you weren’t at the movies, travel brands were looking to target you on mobile video, ramping up presence on the device-type. Over $858M was spent on digital by the top 500 advertisers across devices, see which advertisers were spending the most in our exclusive January Top Advertisers Report, and read on for the top highlights.

Topics: Reports
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Brand of the Week: Aflac

By Jordan Kramer on Mar 9, 2017 4:30:00 PM

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Two recent events surely helped shape Aflac’s digital buying strategy over the last thirty days: The Grammy’s & Valentine’s Day. How do these two events even mix? Millennials most likely watched the former and celebrated the latter, even possibly with a proposal. In an effort to appeal to “lifestyle” heavy millennial consumers, Aflac ran many creatives using that very term. From marriage to music, if there is a way to capture the attention of a generation that has expressed anxieties about life and health insurance, Aflac is trying to find it. Here’s how they’re doing it.
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The Top 3 Insurance Creatives of 2016

By Jordan Kramer on Mar 8, 2017 3:00:00 PM

In an age where brands are competing fiercely across a multitude of digital device types for the attention of consumers, it is crucial for advertisers to choose their creative investments wisely. But, how do you choose between devices - desktop, desktop video, mobile, or mobile video? Or creative types - image, HTML5, in-banner or in-stream video, etc? The answers aren't easy, because it depends on where your audience is, and also where your competitors are.
 
We compiled the top creatives by spend from the insurance sector during 2016 to see how big spending brands like Progressive, Geico, and State Farm were investing their ad budgets. We also examined the sites the creatives ran on, and historical trends throughout the year. Use this data to power your own strategy, whether you’re in the Financial Services  category or not, to benchmark your own campaign spend and goal objectives. 
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Who Are the 5 Top Media Ad Spenders? [Exclusive Data]

By Jordan Kramer on Mar 7, 2017 11:30:00 AM

Media companies have had a field day (or days) covering the chaos of the U.S. presidential election at the end of 2016, and its tumultuous aftermath. To capitalize, the media industry spent more than $92 million on digital advertising from January 1-January 30, 2017. And the spending wasn’t all by companies that cashed in on politics. After all, media is a broad category—and there’s new HBO shows to anticipate no matter what happens.

How do we know which media companies spent what? We used Pathmatics proprietary ad spend data—available when you try a demo—to identify media’s biggest spenders in January 2017. While most of the top five spenders had similar ad spending activities, CBS had its own unique strategy—which put the media company at the top of the industry for number of impressions. Yet, CBS was not the top spender. How’d the company do it?

Read on to pull back the curtain on January 2017 media brand ad spend.

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Brand of the Week: Experian Consumer Services

By Jordan Kramer on Mar 3, 2017 2:30:00 PM

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Looking to rent a new place, buy a car, or a home? Experian Consumer Services is looking for you online! The advertiser has ramped up their digital spend significantly in 2017, dropping just over $1M across display, mobile, and video in the past thirty days alone. During the same timeframe last year, Experian Consumer Services only spent $364K on digital. Where are they investing their increasing ad budget? See more insights from their digital strategy below, or download the full Brand of the Week report in its entirety here
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The Top Ad Types Used By Credit Reporting Companies

By Jordan Kramer on Mar 2, 2017 5:00:00 PM

 
The Financial Services category is typically a front-runner on digital in terms of spend. The enormous category encompasses everything from insurance and banking, to tax filing software and credit score monitoring. The niche verticals within the behemoth category represent individually competitive marketplaces, with every brand involved fighting for a piece of the revenue pie. As more and more consumers are managing their finances online, digital advertising has become a critical channel for brands to invest in.
 
Credit reporting companies, such as TransUnion, shell out serious digital ad dollars every year in an attempt to get your attention. Chances are, after filling out your credit information once, you will use that service again instead of repeating the process. As the credit reporting vertical gears up for their next big wave of spending - usually late Spring to early Summer - let’s take a look at the most popular ad types used by the top credit reporting companies. Here is a peak into the digital strategies of Credit Karma, Equifax, Experian Consumer Services, and TransUnion for 2016.
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Digital Competitive Intelligence Report: Equifax vs. TransUnion

By Jordan Kramer on Mar 1, 2017 3:00:00 PM

We recently looked at digital trends amongst the top credit reporting companies during 2016, including Experian, Credit Karma, Equifax, and TransUnion. This extremely competitive market relies heavily on desktop/display advertising to get the attention of consumers in need of credit score information and monitoring. Equifax and TransUnion, two of the biggest contenders in the space, compete daily for share of wallet from their target audience. But how are they competing with their ad strategies?
 
Using Pathmaticsproprietary, real-time digital spend and impression data. We looked at the current advertising strategies for Equifax and TransUnion. This data, covering desktop, mobile, and video placements, uncovers how each brand is spending their digital budgets, the sites being targeted, and partner insights. Here’s a look at how their buying plans are stacking up so far in 2017.
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‘We go straight to the publisher’: Buyers beware of SSPs arbitraging inventory

By Jordan Kramer on Feb 25, 2017 11:00:00 AM

The notorious - and unfortunate - dilemma in media buying: go direct and spend more while ensuring your target audience, or buy programmatically and save money while reaping in more impressions…that may not all be favorable. With the fear of fraud and arbitrage looming over every ad buy, it is not always clear to buyers working with ad tech partners the quality of inventory they are actually buying. This disconnect is fueled by low-quality partners, re-selling poor inventory, that sometimes even doesn’t exist. Digiday recently explored the digital advertising ecosystem problem of SSPs arbitraging inventory, the impact on brands and pubs, and possible solutions moving forward. 

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Brand of the Week: CBS

By Jordan Kramer on Feb 24, 2017 2:00:00 PM

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Nowadays, the battle for your attention amongst media and television networks is hotter than ever. Not only are the traditional media companies upping their game with original series and shows, they have to in order to compete with the more non-traditional, streaming services that  are competing fiercely for you to cut cable ties. This month, CBS premiered their new drama Training Day starring Bill Paxton and Justin Cornwell, and invested heavily in display advertising to promote the new show. CBS invested in a homepage takeover on IMDB February 2nd, the day Training Day premiered. Between the page skin and 300x250 medium rectangle ad types in the screenshot below, nearly $1.2M was dished out on that day alone.
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Brand of the Week: Credit Karma

By Jordan Kramer on Feb 17, 2017 2:00:00 PM

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New Year, new credit score? That’s what Credit Karma, Inc. is hoping might be on your mind, especially if you have some holiday credit card bills looming. The credit reporting and monitoring company, founded in 2007, invested 84% of their digital spend over the last thirty days on desktop/display advertising placements, totaling over $1.3M. The brand released 641 unique creatives across an average of 288 sites per day, but with a focus on top site Yahoo.
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How Credit Reporting Companies Are Spending on Digital

By Jordan Kramer on Feb 16, 2017 3:30:00 PM

Whether you’re moving, applying for a credit card or loan, or just want to keep overall tabs on your financial profile - you’re going to need to know your credit score. Credit reporting services and agencies make up a huge industry dedicated to one thing: giving you your credit score and monitoring that score for you. Revenue for TransUnion in Q4 of 2016 alone exceeded $436M, meaning that there’s generous advertising budgets to fulfill that level of revenue.
 
Experian, Credit Karma, and Equifax join TransUnion in providing the same types of services in the credit reporting vertical. With nearly $38M spent between the four companies in 2016 across channels, how exactly were these credit reporting companies spending their budgets? We looked at how the brands dolled out their dollars per ad type between desktop, mobile, and video placements, and which buying partners they spent the most with during 2016. Read on for our findings. 
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Q4's Top Digital Advertisers 2016

By Jordan Kramer on Feb 15, 2017 4:30:00 PM



With the close of the Fourth Quarter, you may be experiencing the dreaded holiday hangover and a bit of a lighter wallet. But we're not the only ones, as many of the largest advertisers on digital feel our pain. The Fourth Quarter ended strong with over $1.8B spent on display advertising alone by the top 500 advertisers, up $228M from Q3. Auto and Retail made a strong showing with momentum from Black Friday, Cyber Monday, and year-end holiday sales. Amazon opened their coffers to invest in their network of original shows and content, so much so that they were the top digital ad spender across desktop, mobile, and video for Q4. Google AdX + AdSense delivered the most impressions across channels, making them the top digital partner for the quarter. 

Download the full Q4 Top Advertisers Report.
Topics: Reports
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Page Skins and Mobile Video Tracking Now Available in Pathmatics AdRoutes

By Jordan Kramer on Feb 10, 2017 2:30:00 PM

We are excited to announce two new product features in Pathmatics AdRoutes: page skins and mobile video tracking. Spend and impression insights for these two new ad types allow for even greater transparency in the digital ecosystem. Now it’s even easier to spy on an advertisers complete takeover campaign, with real-timed data on all of the pieces. See below for an overview of page skins and mobile video tracking.
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Brand of the Week: Kia Motors

By Jordan Kramer on Feb 9, 2017 5:00:00 PM

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Winning the 2017 USA Today Ad Meter for this year’s Super Bowl, Kia Motors made the most of their $5M+ investment with the automaker’s most popular ad to date. Starring Melissa McCarthy on an attempt to save the world before realizing she’s already doing so in her hybrid car, the commercial’s performance was the first Ad Meter win for Kia. In what was arguably one of the most exciting Super Bowl games in recent history, Kia Motors is still flying high from their third quarter placement.
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H&R Block vs. TurboTax: Which Company Is Spending More On Ads To File Your Taxes for Free?

By Jordan Kramer on Feb 8, 2017 5:00:00 PM

January is a big month for tax software advertisers as the government officially started reviewing tax returns on the 23rd. While the clock continues to tick towards April 15th, tax brands are beginning to sharpen their competitive,  creative claws  as they duke it out on  top publishers sites . The fight for brand awareness, before consumers even begin to think about filing their taxes, was a clear motivator this year as companies released large campaigns right after the ball dropped on 2016.
 
H&R Block and TurboTax are two of the most recognizable brands when it comes to tax preparation software in the consumer financial services category. We took a closer look at how each advertiser is spending their budgets online, and where they're spending it. While TurboTax is outspending H&R Block on digital, by a lot, is that strategy working?
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December's Top Digital Advertisers

By Jordan Kramer on Feb 7, 2017 5:00:00 PM



Coming off record-breaking Black Friday and Cyber Monday shopping holidays, Amazon was December's largest advertiser by spend on digital, whopping out nearly $40M from December 1st - 31st. Several other top spenders continued strong digital advertising campaigns across device-types, like Merck & Co. and Procter & Gamble.

 
While it was the holiday season, Retail ranked as the third top digital category by impression volume for the month of December, beat out by Financial Services and Auto. The top ten digital advertisers by spend and impression across device-types represent a multitude of different categories, and strategies. See below for a look at the rankings and to download the December Top Advertisers Report in its entirety, click here.
Topics: Reports
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The Shows HBO Wants You to Watch in 2017, Based on Advertising

By Jordan Kramer on Feb 6, 2017 2:00:00 PM

You like HBO, right? Probably, considering the network aired two of the top five most popular shows from 2016, with Game of Thrones at number one and Westworld landing at number four after just a few months. 

Even if you don’t watch HBO, you’ve probably heard of them. From December to mid-January alone, HBO spent more than $4.7 million on digital advertising, with most of that spend going to popular sites like YouTube and IMDB.com, according to Pathmatics data. So the network is hard to avoid, but they show clear preferences as to which shows they think will be winners.

Let’s take a look at what the network wants us to care about in 2017, based on their digital advertising in December 2016 through mid-January 2017.

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Brand of the Week: TaxACT

By Jordan Kramer on Feb 3, 2017 3:15:47 PM

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If you haven’t started your taxes yet, there are a few advertisers out there on a mission for your attention online. For tax software brands, this is the prime time of the year to target potential customers across digital channels. You’ve probably noticed ads for brands such as TurboTax, H&R Block, and TaxACT across your devices over the last couple weeks as the competition between the software companies heats up. TaxACT alone released another nine creatives on January 25th, before upping their spend and impressions on YouTube by over two times.
 
TaxACT has spent 93% of their digital budget on desktop video advertising in the last thirty days, with focus on YouTube. The software company is one of the few tax brands taking advantage of video advertising, and of one of the most trafficked sites: YouTube. While YouTube is the top site for the Financial Services category as a whole, it is not as popular a site with tax specific advertisers. Although TurboTax and H&R Block are advertising on YouTube, TaxACT is outspending both competitors considerably with 70% of the spend share and impressions on the site between the three.
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Apple Won’t Disclose Its Advertising Spend—But We Will

By Jordan Kramer on Feb 2, 2017 11:00:00 AM

In 2015, Apple increased its ad spend by an enormous 50 percent for a record $1.8 billion. Then, in 2016—we don’t know. The company chose not to disclose its ad spend in its 2016 annual report.  

While Apple is not required to separate advertising expenses from its Selling, General and Administrative (SG&A) expenses, this may come as a blow to many industry competitors. If you’ve been closely monitoring Apple’s ad spend and are looking for a way around this new barrier, we can help you out. 

Using Pathmatics proprietary data, we pulled Apple’s year-to-date digital advertising spend from January 1 to December 31, 2016. This data is for Apple’s digital advertising across desktop, mobile, and video combined. Enjoy.

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Which Sites Are Banking Off of Tax Software Advertisers? Here Are The Top Five

By Jordan Kramer on Feb 1, 2017 4:00:52 PM

Tax season is officially here, and while tax software companies have been running ads for weeks, the fight for consumer dollars is about to get even more competitive. Few sites have been able to get all of the major tax software advertisers to fight for their audience at once, but there are some publishers winning big with tax brands. Those tax software companies include TurboTax, H&R Block, TaxACT, Jackson Hewitt, TaxHawk, Inc., and TaxSlayer. 
 
TurboTax is the largest advertiser of the bunch currently, topping the group in spend, impressions and number of creatives released. Nearly four hundred unique creatives have been detected from TurboTax in the last thirty days, H&R Block follows with three hundred, with the others trailing further behind. 
 
Here are the top five sites that have managed to sell inventory to all six major tax software advertisers, including the impression share breakdown amongst the tax brand competitors per site. To see more insights from the Financial Services category, download the Top Financial Services Advertisers Q3 Report here.
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ABC vs. NBC: How Did Their Advertising Strategies Compare in 2016?

By Jordan Kramer on Jan 31, 2017 2:30:00 PM

NBC and ABC are among the big four broadcast networks, battling for the top spot along with CBS and FOX. Yet, NBC and ABC seem to be in a separate battle—a battle of digital advertising. The two networks are in a league of their own when it comes to digital advertising, taking the top two media industry spots for paid, according to Pathmatics data

In 2016, ABC Entertainment Group spent nearly $48 million on digital advertising and NBC Universal Television spent a little more than $43 million. CBS, the next highest spender in the media sector, didn’t even come close at about $33 million in spend. Last and certainly least in spend out of the big four was FOX Broadcasting Company at more than $18 million.

So how and where are ABC and NBC advertising in the digital space? And who took the best CPM (a measure of the cost per number of impressions) for the year?

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7 Digital Ad Alternatives You Can Buy for the Same Price as a Super Bowl TV Spot

By Jordan Kramer on Jan 28, 2017 2:00:00 PM

It’s hard to believe that we are just over one week away from one of the biggest advertising days of the year: the Super Bowl. While the price for a thirty second ad during the big game has increased to $5M+, has interest from advertisers also gone up? In a New Year where a passionate Presidential election is still simmering for American consumers, not all brands are rushing to the fifty yard line.
 
Many longtime sponsors of the Super Bowl aren’t returning for kick-off in 2017 including Doritos, Taco Bell, Toyota, Visa, and Heinz. While we may not see adorable dachshunds in hot-dog costumes running through fields, there are other ways for these brands to invest that cash in digital channels for a big return. AdWeek put together 7 Digital Ad Alternatives You Can Buy For the Same Prices as a Super Bowl Ad, and we also found a few alternative placements of our own. Happy Advertising!


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Brand of the Week: Wix

By Jordan Kramer on Jan 27, 2017 5:45:00 PM

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Only a week to go before Super Bowl weekend falls upon Houston, Texas and most American’s television sets. Brands are ramping up closer to the big game this year, most likely in an attempt to not compete with the current political landscape. Some brands known for having Super Bowl ads every year, such as Toyota and Doritos, have pulled ads entirely in 2017. Wix.com is returning to the fifty yard line this year marking the brand’s third year of participation.
 
Last week, the website building software company debuted their new commercial on YouTube and Facebook featuring Jason Statham and Gal Gadot. The spot went on to serve as a desktop video creative for the brand that is still running today. With digital spend around $80K for that creative alone, read on for more insights of Wix’s strategy or click here to download the new Brand of the Week report.
 
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Creative Roundup: How Tax Software Companies Are Getting More Competitive in 2017

By Jordan Kramer on Jan 26, 2017 11:00:00 AM

The government just started reviewing tax returns this past Monday, but the largest tax software companies have already been targeting you for weeks online. TurboTax began advertising campaigns in December of last year to create brand awareness throughout the holiday season. On New Year’s Day, TaxACT joined the race with the remaining brands kicking into gear shortly thereafter. In the past two weeks, H&R Block has released nearly all of their 274 unique digital creatives detected in the last thirty days.
 
We analyzed the creative  strategies used by the top spending tax software advertisers, including TurboTax, H&R Block, and TaxACT, to see how their creatives have changed since last year. While this category is fiercely competitive given the short timeframe throughout the year that they are fighting for consumer’s attention, the brands are really getting the gloves out this year. Calls-to-actions and overall messaging is more direct this year, and brands are naming their competitors to call them out to consumers. See how the competition for your tax filing services is heating up in 2017.
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The Advertising Strategies Behind The Top Financial Services Digital Ad Spenders in Q3

By Jordan Kramer on Jan 19, 2017 2:00:00 PM



The Financial Services category continues to lead across the digital advertising landscape, fueling much of the ad dollars spent online - and reaping the most impressions. As the world becomes increasingly more connected online, there is a growing audience of consumers who shop and bank online on a daily basis. Financial services advertisers know that in order to find success, they must use a variety of digital channels to target their audience.
 
Digital spend for the financial services category topped $541 million across desktop, mobile, and video channels in the Third Quarter of 2016 alone. That number - up 22% from Q2 - was comprised mostly of desktop advertising dollars. Desktop advertising consumed 62% of the category’s digital spend, showing that while mobile and video are valuable device types, financial services advertisers continue to prefer display placements.
 
Our data provides valuable insights into financial services advertising, including buying trends, direct vs. programmatic spend, device types, and more. We analyzed the breakdown of digital ad spend in Q3 to provide deeper insight into the financial services sector’s advertising strategies. Read on for highlights and be sure to download your copy of the newly released  Q3 Top Financial Services Advertisers Report.
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Brand of the Week: TaxSlayer

By Jordan Kramer on Jan 16, 2017 2:00:00 PM

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You might be just getting to the bottom of your inbox after the holidays, but tax software companies are already vying for your attention - before your tax forms are even available. Companies like TurboTax, H&R Block, and TaxSlayer are already competing online - with combined digital spend for the three software companies totaling over $1.6 million over the last thirty days. TaxSlayer began to ramp up significantly after the New Year, with a large focus on desktop. Read on for more insights, or click here to download the free desktop report on TaxSlayer’s activity.
 
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How to Protect Your Brand From Landing on Bad Websites

By Jordan Kramer on Jan 10, 2017 5:00:24 PM

Following the election, fake news sites have been in the real news - especially with regard to the millions of dollars served to these fake sites through programmatic advertising. While programmatic certainly provides values to advertisers, like everything, all buys should be monitored from availability to placement to ensure complete control over your brand. Kellogg’s recently went through an ordeal of both good and bad press after pulling their ads from controversial site Breitbart, giving the entire industry valuable lessons to ponder. How do you exactly protect your brand from landing on bad websites? AdAge recently discussed this topic, claiming that “Keeping your ads off fake news pages isn’t hard at all."

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Happy Holidays from Pathmatics!

By Jordan Kramer on Dec 23, 2016 5:00:00 PM


 

On behalf of the entire team at Pathmatics, I would like to extend the warmest of holiday wishes to you, your team, and your families. May 2017 be full of even more fun, success, peace, joy, and memories!
 
Topics: Announcements
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Brand of the Week: Electronic Arts Inc.

By Jordan Kramer on Dec 23, 2016 2:00:00 PM

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If you aren’t already on holiday break, chances are you will be by EOD. Electronic Arts Inc. (EA), the maker of many of the world’s most popular video and online games, made a large digital push recently - on what was also the first weekend of holiday break for many. When you are trying to find consumers online with time to kill on gaming, holiday break is a good time to do so. The largest campaigns were for Pogo.com games, a subsidiary featruing games like online Monopoly, and their very well-known Madden Football video game.
 
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Meet the Top 3 Retailers Who Spent the Most on Ads This Holiday Season

By Jordan Kramer on Dec 22, 2016 2:00:00 PM



‘Tis the season for spending. To get consumers in the virtual or physical door, retailers are spending heavily to get us to open our wallets as the holidays approach. From December 1 to December 15 alone, retailers spent more than $67 million on digital advertising across desktop, mobile, video and content channels. That serious cash resulted in serious numbers of impressions, 6.9 billion in total. 

While the sector as a whole went a little holiday crazy, the top three retailers by spend are largely responsible for most of the retail industry’s activity in the first two weeks of December. Using Pathmatics proprietary data, we analyzed the top three retailers by spend for December 1 to December 15. The numbers show a battle between old and new retailers for consumer share.

Who reigned supreme? Read on to find out.

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Welcome Aboard, WhatRunsWhere!

By Jordan Kramer on Dec 21, 2016 2:30:00 PM



We are excited to announce the recent acquisition of WhatRunsWhere, bringing aboard an ad intelligence solution for smaller operations into the Pathmatics family. As a company, we have respected the technology, service, and team WhatRunsWhere (WRW) has developed. With this acquisition, we can now serve the entire marketplace to achieve our mission of bringing transparency to the digital ad space. 

Topics: Announcements
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Creative Spend and Impression Insights Now Available in Pathmatics AdRoutes

By Jordan Kramer on Dec 19, 2016 2:00:00 PM

Last week   we announced the addition of the “All” tab to our AdRoutes intelligence platform, enabling our customers to view a roll-up of any advertiser, site, or service’s aggregate digital data. We have one more exciting feature to share before the New Year: Creative Spend and Impression Details. Now you are able to see exactly how much is being spent on an individual creative, in addition to the number of impressions, plus a chart detailing day-to-day spending trends.
 
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November's Top Digital Advertisers

By Jordan Kramer on Dec 16, 2016 3:06:00 PM


 

Black Friday and Cyber Monday may only represent two days out of the entire month of November; however, the value of those days was enough to bring a new category to the top of the digital advertising rankings. Retail advertisers went big during November, with the top 500 advertisers dropping $17B overall. Not so surprising if you were paying attention to your display, mobile+tablet, and pre-roll video ads over the last couple weeks. Chances are you have been getting teased with gifts, either for yourself or otherwise, every time you get online.

Retail not only led as the top digital category, but the category's top spending advertiser also ranked as the top digital spender overall. Where were Retail advertisers targeting and how were they buying? Read on for more insights including the category’s top spender, and the top sites for the category by spend and impression. Head over here to download the November Top Advertisers Report in its entirety.

Topics: Reports
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Brand of the Week: Hatchimals

By Jordan Kramer on Dec 15, 2016 2:30:00 PM

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Every few years, there is a toy that comes out before the holidays that makes you wonder, “Why didn’t I think of that?” Cue 2016’s hottest toy in the world: Hatchimals. Some may call it a Furby that hatches out of a fake egg, while others are just hoping that their children don’t ask for one for Christmas. The popular toy has been selling out of stores quickly, causing lines, headaches, and lots of driving around for those that are on a mission to find one. 
 
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The Top Q3 Video Advertisements in Insurance

By Jordan Kramer on Dec 14, 2016 11:00:00 AM


For advertisers, digital video spending has increased 85 percent over the last two years. On average, advertisers spend more than $10 million annually on digital video.

Yet, it’s not nearly as much as the financial services sector’s big spenders are willing to dish out. In Q3 alone, GEICO spent $30 million on digital video advertising. In fact, insurance companies claimed three of the sector’s top five spots in terms of spend.

So which insurers took the top video spend spots in Q3, and what were they trying to sell us with those colossal budgets? See below.
 
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Aggregate Digital Data Now Available in Pathmatics AdRoutes

By Jordan Kramer on Dec 13, 2016 2:00:00 PM

 
We recently announced to our customers the release of an exciting new feature to our AdRoutes intelligence platform: the All tab! Now you are able to see a roll-up of an advertiser’s desktop, mobile+tablet, and pre-roll video activity in one place. See your competitor's cross-channel spend over time, see which sites they are targeting by device, and easily export the data to use for planning. 
 
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Transparency in Ad Buying: Learning from Kellogg & Breitbart

By Jordan Kramer on Dec 12, 2016 1:00:00 PM

By now, you’ve probably heard of the announcement made by Kellogg, and several other brands, in regards to pulling their ads from the far-right site Breitbart News. The announcements have caused fury from the publisher, even urging the boycott of Kellogg products by its readers. At the root of this story, is a problem that has plagued advertisers since creatives went digital and entered the programmatic arena. Where do all of your ads actually end up online? In the age of automated ad buying, advertisers simply use an outside service to guarantee them a number of impressions, at a certain cost, targeted to a specific audience. The increase in the sophistication of audience-targeting and technology services available, has made programmatic buying a valuable channel for brands internationally across channels. With every good thing, however, there is a downside. Brands do not know all of the sites their ads show up on.
 

For the consumer, you wouldn’t know the difference between an ad placement that was purchased directly from the site itself, or a placement that was automatically filled by a series of complex actions from ad services and targeted to you by your demographic. You simply just see an ad load on a site. This usually works out well, you’re browsing AOL and an ad pops up for a new product you love, and one perhaps you wouldn’t have known about otherwise. But this is not always the case, as we have seen play out in the media and social media in recent weeks, your creatives may not always end up on the sites you want them to.

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Brand of the Week: Best Buy Co., Inc.

By Jordan Kramer on Dec 9, 2016 4:31:03 PM

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Following massive Black Friday & Cyber Monday  campaigns , Best Buy Co., Inc. has spent over $22.9M on digital over the last thirty days alone. The retailer put the majority of its budget into desktop/display advertising, representing 81% of their spend across channels, and making them the current top desktop advertiser overall. Video was the second top channel for the brand with 18% share, and mobile+tablet trailed with 1%. 
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A Close-Up Look at the Celebrity Faces of Financial Services

By Jordan Kramer on Dec 7, 2016 1:30:52 PM

Celebrity branding can be expensive. Really expensive. Celebrities like Kendall Jenner and Selena Gomez can charge up to $230,000 per social media post. While some claim that celebrity endorsements aren’t worth the costs or risks (what happens if your celebrity goes rogue?), it’s clear that many brands still see these endorsements as valuable marketing tactics.

Out of the top ten financial services digital advertising spenders in Q3, we found six that employed celebrity endorsements in their digital advertising campaigns across desktop, mobile, tablet and video advertising. 

Take a look at some of the faces of financial services from Q3 and the roles they played in each brand’s advertising efforts.

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Black Friday & Cyber Monday: Which Retailers Spent the Most on Digital?

By Jordan Kramer on Dec 6, 2016 7:31:45 PM

We thought last year’s  Black Friday and Cyber Monday figures were big, but 2016 went even bigger. Earning the title of the “Largest Online Sales Day In History,” Cyber Monday raked in over $3.39B . Black Friday also exceeded expectations, going over the $3B mark for the first time in history, almost beating out Monday’s record-breaking numbers with $3.34B in sales . What does this mean for advertisers? They’re spending more, too
 

According to AdRoll, digital advertisers spent 17.9% more this year on Black Friday compared to last year. Retail was the top advertising category for the week of November 21st to November 28th, 2016 across desktop, mobile+tablet, and video channels. Read on to see the top five spenders for the Retail category, and how they were buying on digital.

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Apple is spending far more than Samsung on digital ads

By Jordan Kramer on Dec 4, 2016 5:30:00 PM

Business Insider recently reported on Apple, Inc.’s digital advertising spend, and how it compares to rival Samsung's spend for the current year. Using data from Pathmatics, given exclusively to Business Insider, the desktop, mobile, and video strategies for the two brands were analyzed after Apple stopped disclosing its advertising spend in their latest annual report. While Apple’s digital spend has decreased YOY, they are still outspending Samsung by 179% on advertisements for competing products.

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October's Top Digital Advertisers

By Jordan Kramer on Dec 3, 2016 2:00:00 PM


 

While you were getting your Halloween costumes ready, advertisers like Apple and Zulily were kicking off Q4 with huge digital advertising campaigns. Coming in as the top digital advertiser for the month of October, Apple Inc. put an emphasis on video, and had a major new product release to fuel spend. The Auto category continued strong, falling only to Financial Services overall, but led on video for the first time in 2016.

Finishing out the top three categories on digital was Retail, with a large presence on desktop led by Zulily. The online retailer dedicated over 95% of their digital budget for the month on desktop/display advertising, with the remaining 5% going towards mobile+tablet. Read on for more digital insights from the month, and download the free report detailing all of the cross-channel top digital advertisers here. 

Topics: Reports
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Brand of the Week: Tempur Sealy

By Jordan Kramer on Dec 2, 2016 4:33:46 PM

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Mattress maker Tempur Sealy is said to be on the lookout for agency partners to handle its $65M yearly account. Desktop advertising currently consumes about a third of their digital budget across desktop, mobile and video - with desktop spend topping $250K during Q3. While direct buys are the favored purchasing method overall, consuming 65% share of their digital spend over the last thirty days, their desktop plan uses a different strategy.
 
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Does programmatic advertising have an alt-right problem?

By Jordan Kramer on Nov 22, 2016 6:46:11 PM

Elections can be a tricky time for advertisers using programmatic strategies to reach a wider audience online. As a number of alt-right sites and blogs popped up over the course of the last election cycle, brands may have unknowingly advertised on sites that do not necessarily represent their corporate values. Digiday recently looked at the “fake news” sites that have been slowly sweeping through Americans' home computers and mobile phones to see if programmatic advertising is encouraging these sites to proliferate online.

Brands are not always aware of where their programmatic creatives are ending up online, and finding that information out from vendors often takes a lot of time. Ari Paparo, CEO of Beeswax, was quoted by Digiday stating,

“A marketer may use a whitelist, or a verification vendor to protect against running on objectionable sites, but it is an inexact science and a site that is offensive but not obviously a hate/porn/illegal site might pass unless someone is specifically looking to block it.” 

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Southwest vs. Virgin Airlines: How Their Advertising Strategies Are Ramping Up for the Holidays

By Jordan Kramer on Nov 21, 2016 6:17:38 PM


 
Going on a trip over the holidays? You aren’t the only one. With the busiest travel season in nine years just about to kick-off, travel advertisers have some serious dollars to fight for. Nearly 48.7M Americans will be traveling over Thanksgiving week alone, and with Christmas only a few weeks away, the travel plans are only beginning. 
 
Zeroing in on the airline industry, Virgin America Airlines is a smaller airline raking in approximately $1.529B during 2015 (and also awaiting an acquisition by Alaska Airlines). Southwest Airlines, on the other hand, is much larger - over ten times larger - bringing in $19.82B during 2015. While these two airlines are on different sides of the revenue table, they are fighting for the same eyes online. Let's take a look at how their digital advertising strategies compare across channels over the last thirty days.
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Brand of the Week: Zulily

By Jordan Kramer on Nov 17, 2016 2:00:00 PM

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With one of the biggest shopping holidays of the year just over a week away, what are retailers doing to grab your attention online?  Ranking as the second top ad spender for the Retail category during Q3 , e-commerce giant Zulily spent over $15M across desktop, mobile, and video. The members-only online retailer sells apparel, home goods, and tech gadgets, amongst other products, that go on sale for a limited amount of time. Timing is an important piece in advertising the right products to the ideal consumer, before the sale is over.
 
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'Everything was easier at the beginning': Marketers vent programmatic frustration

By Jordan Kramer on Nov 16, 2016 2:10:12 PM

Are programmatic issues making your head spin? You’re not the only one. At Digiday’s recent Programmatic Summit, attendees from agencies and brands were asked to share their biggest challenges in programmatic advertising. The top two concerns were telling the difference between vendors, and reconciling creative and programmatic.  Digiday compiled the attendees' candid answers recently, including one person’s response stating “Everything was easier at the very beginning because there were fewer players, but now there are just so many vendors with the same recipe."

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Q3's Top Digital Advertisers 2016

By Jordan Kramer on Nov 15, 2016 5:58:54 PM


 

The holidays may be creeping up quickly but we have officially made it through Q3 and now, the election ! During the final month of Q3, we saw one Presidential candidate   break into the top ten display advertiser rankings, but neither candidate spent enough to rank across any device channel for the entire quarter. Which brands did spend enough? Financial Services continues to be the top digital category, led in large part by Capital One Financial Corporation. Another financial advertiser, Geico, doubled their desktop and mobile spend from Q2 to Q3, leveraging them into the top ten digital spenders list for the quarter. Auto followed as the second top digital category with a new face in front: Ford. The US auto manufacturer took the top auto spot from Nissan, coming in as the seventh top digtal spender overall.
 
Our new Q3 Top Advertisers Report details not only the top digital spenders across desktop, mobile, and video, but also the top spenders overall.  Now you can get a high-level perspective of how the industry is buying, and who the top digital players are across device types. See which brands are spending the most on direct buys, and if their programmatic competitors are getting more impressions overall. Compare this to our impression rankings to see if the top spenders are really getting the most for their money. To download the free report in its entirety, click here.
 
Topics: Reports
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Final Nails in the Flash Coffin and the Rapid Rise of HTML5 Ads

By Jordan Kramer on Nov 14, 2016 3:15:12 PM

It’s been just over a year since Google Chrome, which represents over half of desktop internet users, sent the digital advertising world into a tailspin by automatically pausing web ads that used Flash in its browser. The clunky effects of Flash - more time to load, plugins necessary to download, security risks - was something everyone came across in their browser. So much so that at the time of the switch, an estimated  90% of rich media ads being served across devices were Flash. Google had made the announcement months prior, but still, it wasn’t until the actual cut-off of Flash autoplay on September 1st that the digital advertising world responded. 
 
Pathmatics was the first advertising intelligence tool on the market to capture HTML5 ads, which was reported to be the new standard of digital advertising by IAB. It is crucial for our platform to capture new ad types so that our agile clients are always working with the most accurate, real-time data. This allows us to dive deep under the hood to examine just how much HTML5 has taken off, and look back to how this change exactly came about.
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Brand of the Week: Doctor Strange (Film)

By Jordan Kramer on Nov 11, 2016 11:00:00 AM

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Although we are still in the midst of Election week , many Americans are heading to the movies for some entertainment relief.  Hitting the theaters last Friday, November 4th, Marvel’s Doctor Strange premiered big at the box office , already generating over $100M  in ticket sales in less than a week. With a bevy of Fall and Winter blockbusters about to ramp up for the holidays, how did Walt Disney Studios, the production company behind Doctor Strange, advertise across digital channels prior to the release?   
 
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IAB: Mobile surpasses Search as the lead ad format for the first time

By Jordan Kramer on Nov 10, 2016 6:30:43 PM

The IAB recently released their 2016 Internet Advertising Revenue report detailing the first six months of the year. Mobile came out to be the big winner, surpassing Search for the first time ever as the leading ad format with 48% of the market. Revenue for Mobile, consisting of Mobile Search, Mobile Display, and Mobile Other, also skyrocketed - increasing 86% in Q2 2016 when compared to Q2 2015. Search slipped back to number two, with 27% of the market, down from 36% in 2015.

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The Race to The White House: Who Won on Digital?

By Jordan Kramer on Nov 8, 2016 5:09:30 PM

Since Secretary Hillary Clinton formally announced her candidacy for President on April 12th, 2015, there has been $50 million dollars spent by both her and Donald Trump’s campaigns across digital channels. We won’t know until later on who the 45th President of the United States will be, but we do already know which candidate out-spent the other on digital throughout the course of the election.   As the results  of this historical Presidential election begin to unfold on Election Night, let’s take a look back at the digital side of the race to the White House along the way. Check out the infographic below detailing each candidate’s campaign spend across desktop, mobile, and video channels from April 1st, 2015 to November 7th, 2016. 
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What The Presidential Candidates’ Digital Campaigns Look Like Hours Before Election Day

By Jordan Kramer on Nov 7, 2016 5:07:40 PM

This election is shaping up to be one of the most memorable ones in recent history - for better or for worse. We’ve looked at how both the Republican and Democratic parties have been advertising across digital channels leading up to the election, and have seen the candidates flip-flop in outspending each other. Over the last thirty days, the Hillary for America campaign has outspent the Donald J. Trump for President campaign across desktop, mobile/tablet, and video, with at least 80% spend share across all channels. In the thirty days prior, Trump, who was fairly quiet on digital before then, outspent Clinton on desktop and mobile by the same margins. This flip-flopping is representative of what has been a roller coaster of an election. 
 
With the race closer than ever, let's see how both candidates’ digital campaigns look hours prior to polling. Read on for a breakdown of how Hillary Clinton and Donald J. Trump are advertising across devices and don’t forget to vote tomorrow!
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Quality, Transparency of Inventory Top Programmatic Buying Fears

By Jordan Kramer on Nov 4, 2016 12:05:00 PM

The increase of programmatic buying across devices is undoubtably having an effect on today’s advertising agencies. The murky ecosystem of the buying landscape is already packed full of various players, making cutting through the clutter extremely tough. eMarketer recently reported, along with Strata, that "nearly 60% of ad agency professionals were fearful about the inventory quality available when engaging in programmatic buys,” up 12% from the previous year. Additionally, over half of the professionals surveyed stated that transparency of inventory was a fear.

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Brand of the Week: Apple Inc.

By Jordan Kramer on Nov 2, 2016 5:19:05 PM

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Last week, Apple Inc. made a huge announcement: a new MacBook Pro is coming out! The exciting news echoed across the internet, already skyrocketing pre-orders to make this the most popular MacBook Pro yet. From a new touch bar built into the keyboard, to its new slimmer design, and other bells & whistles - the new product has a lot of features to advertise.
 
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Pathmatics to Provide Nielsen with Enhanced Digital Intelligence in U.S. and Canada

By Jordan Kramer on Oct 31, 2016 3:01:34 PM

Building off the success of our Australian and European alliance, we are excited to share that we recently launched an alliance with Nielsen in North America to provide a subset of Pathmatics’ digital advertising tracking data to Nielsen’s U.S. and Canadian customers. 

As the AdRoutes platform and Pathsource technology continue to expand, this alliance brings Pathmatics data to even more great clients across North America and provides for accelerated product investment. To read the full press release, click here or see below.

Topics: Announcements
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Brand of the Week: The Hershey Company

By Jordan Kramer on Oct 28, 2016 1:56:25 PM

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By now, you have inevitably been swallowed into a candy sea as Halloween weekend is about to commence. A couple weeks ago, we took a look at Mars Incorporated’s desktop ad strategy and now we are looking at their competitor, The Hershey Company. During a time where most people are constantly refilling the candy bowls, the digital fight has been on all month.
 
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Where Do Financial Services Advertisers Get the Most Impressions and Best CPMs?

By Jordan Kramer on Oct 24, 2016 1:59:45 PM

Most digital advertisers don’t have monthly ad budgets in the millions—but the top financial service spenders do. State Farm, the top advertiser in September 2016, spent more than $16 million on desktop advertising that month alone. Curious where huge ad budgets like these go, and what these brands get in return for their spend?

Let’s take a closer look at the financial services desktop budget allocation from Q1 to Q3 2016 to find out where adverisers got the most impressions and best CPM. You might end up shifting around some of your own ad dollars after seeing this.

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Brand of the Week: Nissan

By Jordan Kramer on Oct 21, 2016 3:57:38 PM

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Over the last thirty days, auto has ranked as the second top category by impression volume across desktop and video, while coming in third on mobile. Auto manufacturers and dealer associations are gaining momentum as the new lineups are being released, with shiny 2017 models popping up everywhere. Nissan is the current front runner for the auto category, and was the seventh top desktop spender overall during the month of September . Here’s a closer look at insights from their digital ad strategy over the last thirty days on desktop.
 
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September's Top Digital Advertisers 2016

By Jordan Kramer on Oct 19, 2016 1:31:06 PM


 

Fall television shows are back in action - and no, I am not referring to the current Presidential debates and the fuel provided to the new season of SNL. But, in our recently released  September Top Advertisers Report, politics and entertainment collided in the digital advertising world. Marking the first time we've seen a Presidential candidate rank as a top ten spender across desktop, mobile, or video channels, Donald Trump shelled out serious digital dollars recently on display ads skyrocketing him past brands like Monster Worldwide. On the entertainment side, networks eager to promote new series raced to YouTube to launch homepage takeovers reminding possible viewers to watch the premieres. Services such as Hulu and SlingTV also made their way back up the rankings to coincide with the new return of Fall TV.
 
Only three advertisers ranked as a top ten spender across desktop, mobile, and video - one of which was State Farm. The insurance and financial services company used a multi-channel strategy to target several different audiences with different campaigns ranging from a Dave Matthews concert to a series of home catastrophes. Read on for more highlights from September’s top digital advertisers and download the full report here.
 
Topics: Reports
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What Ad Intelligence Tools Can and Can’t Do

By Jordan Kramer on Oct 15, 2016 1:00:00 PM

The digital advertising industry has a serious transparency problem. Fraudulent ad traffic, or ad traffic that is from unqualified or non-human parties you didn’t pay to reach, is projected to cost $7.2 billion in 2016. Those costs continue to rise; the World Federation of Advertisers (WFA) believes the cost of ad fraud will total $50 billion or more by 2025. Says one senior advertising executive interviewed by the WFA:  

“Ad fraud is one of the most important issues that we face today.”

The problem is made possible by an opaque ad-buying environment in which consumers and providers regularly have zero insight into who is actually buying or selling ad inventory. Ad intelligence tools like Pathmatics seek to solve the transparency problem. These competitive intelligence platforms show users exactly how advertising dollars are spent across desktop, mobile and video. With these insights, brands strategize, plan and buy better, while reducing fraud and improving purchase efficiency.

Unfortunately, there exist some exaggerated or inaccurate claims about what some platforms can and cannot do. This is the opposite of the transparency we believe the industry deserves. Brands need accurate, honest information about the capabilities these platforms provide, so they can guarantee this technology is a good fit for their needs.  

This post is designed to help. It breaks down concisely what these tools can and cannot do, so you can make an informed decision about whether a platform is suitable for your needs.

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Brand of the Week: Mars, Incorporated

By Jordan Kramer on Oct 14, 2016 2:52:23 PM

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Halloween candy is everywhere - from my desk, to the lunch table, and every conference room in between - and also online. With all of this candy in the air, Mars Incorporated just announced an international  media buying review in the U.K., China, India, Germany, Australia, New Zealand, Japan and Southeast Asia. Let the RFP process begin - but first, lets look at some digital advertising insights from the giant company behind some of your favorite candy.
 
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Samsung’s Recall Woes, Dieselgate and More: How Brands Advertise During a Crisis

By Jordan Kramer on Oct 7, 2016 5:42:35 PM

 
All press, is not good press. This is according to some brands that have reacted to negative scandals by pulling their ads across channels. Samsung is one of the more recent brands that has had to deal with a very public recall on not one, but two products in the last couple months. First, the Galaxy Note was recalled in the beginning of September and if that wasn’t bad enough, their top-loading washing machines were recalled at the end of the same month. Coincidentally, Samsung pulled their digital ads for each product just before the recalls broke.
 
This isn’t the first time a scandal has forced a brand to pull its ads and try to dodge more unwanted attention. Just over one year ago, it was announced that Volkswagen had cheated diesel emissions test with software installed in their vehicles, prompting the notorious “Dieselgate” to follow. Just a couple weeks before the EPA announced their findings, all Clean Diesel ads by VW had disappeared online. Adidas also knows all too well that reacting in real-time is important when the international eyes are on your brand. Here are couple examples of how brands reacted online in the wake of scandals and recalls.
 
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Brand of the Week: SABMiller & Molson Coors

By Ken Roberts on Oct 6, 2016 11:30:00 AM

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Last week, Molson Coors announced a large media agency review for their US, Canada and UK business. The RFP race is now on as the brand is expecting to make a decision in the first quarter of 2017. Pathmatics' proprietary data is able to give us a cross-channel snapshot of SABMiller & Molson Coors' digital activity, including impression and spend data, partner insights, creative detail, and site information. Data that saves a ton of time during the long and strenuous RFP research process.
 
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The Native Advertising Strategies Big Banks Are Using To Get Your Attention

By Jordan Kramer on Sep 30, 2016 3:00:00 PM

 
When you think of an ad for JPMorgan Chase & Co., the title, "8 Easy Summer Projects for DIY Newbies” probably doesn’t come to mind. This is exactly the point of native advertising. Native, or content advertising aspires "to deliver paid ads that are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong" [ IAB’s Native Advertising Playbook]. You see them daily while you are browsing online, most notably in the form of those “Suggested Posts” at the bottom of the article you’re reading.
 
While you think you may just be upping your DIY game at home, JPMorgan is hoping that you may think about using their card so you can get cash back on your supplies. Crafty, heh?
Recently, the FTC has cracked down on native advertising methods to ensure that the public is aware of what is an ad versus what is an actual piece of editorial information. In an effort to not bombard consumers with ads that may turn them off, native/content ads attempt to supply some valuable information while nonchalantly throwing in a product promotion. Read on to see how big banks like Bank of America, Capital One, Wells Fargo, and Lending Tree are using native advertising to get your attention online.
 
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Brand of the Week: Donald J. Trump for President

By Ken Roberts on Sep 29, 2016 1:06:00 PM

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In the spirit of the U.S. Election Season, we're watching the increase in advertising by the Donald J. Trump campaign.
 
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Spy on Your Competitors’ Paid Advertising Activity in 4 Steps

By Jordan Kramer on Sep 28, 2016 4:09:54 PM

The adoption of programmatic advertising has given rise to a “Wild West” ecosystem in digital advertising, making it extremely difficult for brands to benchmark their spend strategies against competitors’ paid efforts.

That’s where advertising intelligence comes in. Having access to comprehensive ad intelligence software allows you to monitor your competitors’ advertising activities and identify trends in their paid strategies. With this intelligence, you have the upper hand. 

Read on to find out what metrics you can effectively monitor across your industry with the right ad intelligence.

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What Ads Are Republicans Running Against Hillary Clinton? Find Out Here.

By Jordan Kramer on Sep 26, 2016 1:30:00 PM

Although Hillary Clinton has run a number of digital ads aimed at Donald Trump, his campaign is not losing steam or slowing down anytime soon. On digital, Trump is outspending his Democratic opponent - by over a million dollars - across desktop, mobile, and video, during the month of August alone. This is a stark contrast to the digital rankings in July that had Clinton outspending Trump by almost $4 million across all three channels. From July to August, Clinton’s campaign has relatively reeled back on digital, while making room for a huge television push - outspending her competitor on TV by 53 times in just Florida leading up to Election Day.

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August's Top Digital Advertisers 2016

By Jordan Kramer on Sep 23, 2016 3:19:28 PM


 

Between all of the football and pumpkin spice everything, it is beginning to feel like Fall! August was a huge month for some advertisers, like Netflix, trying to work their way into your Fall routine. The streaming platform put down some serious desktop advertising dollars for YouTube homepage takeovers during the month to promote their original series and movies. 
 
Other highlights for the month include Samsung's mobile strategy and Best Buy's video push. Samsung took advantage of mobile channels for the launch of their Galaxy Note S 7 during August, before pulling ads towards the end of the month ahead of a  recall announcement. Best Buy welcomed students to college with laptop and tablet filled pre-roll video advertisements, while also appealing to the parents with plenty of television creatives. Download our August Top Advertisers report to see all of the other top digital advertisers by spend and impression across channels, and read on for more highlights.
 
Topics: Reports
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Brand of the Week: Wells Fargo

By Ken Roberts on Sep 22, 2016 2:16:50 PM

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How Banks Reach a Diverse Audience Through Digital Advertising

By Jordan Kramer on Sep 16, 2016 1:00:00 PM

Banks have many unique audiences they’re trying to reach at once, and a variety of products and services they’re trying to sell. From standard banking to loans to investments, banks have their hands in just about everything.

Digital advertising offers a dynamic space to engage each audience, across different distribution channels and targeting options. So how are the big players leveraging digital to connect with prospects and current customers?

In the past year, Citigroup, Inc., JPMorgan Chase & Co. and Bank of America were the banking industry’s top three spenders across desktop, mobile and video. Let’s dissect these top players’ budget allocations from the past year to find out where the money goes.  

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We're At DMEXCO!

By Jordan Kramer on Sep 13, 2016 4:00:00 PM


 

The digital advertising world has come together in Cologne, Germany and we are excited to join the party! We are looking forward to exhibiting this year at DMEXCO and showing off our cross-channel, international spend and impression data.
 
Stop by our booth anytime located in  Hall 9, Booth D-028 (near the Congress Hall) for more information and to chat with our team.
 
 

Visit our booth in

Hall 9, D-028

Doing some sightseeing around the Great St. Martin church in Cologne.
Topics: Announcements
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What Competitive Intelligence Could Teach Big Retailers This Holiday Season

By Jordan Kramer on Sep 12, 2016 11:00:00 AM

November is only two months away, as is the upswing in Black Friday and holiday advertising. We looked back at what happened last year in the retail sector’s holiday advertising so you can apply these insights to this year’s strategies.

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Football Is Back, And So Are The Advertisers

By Jordan Kramer on Sep 9, 2016 1:00:00 PM


 

Fall is full of exciting campaigns for advertisers - mostly because consumers are finally back to their regular routines following summer adventures. We recently took a look at some of our favorite back to school campaigns, and now we are switching gears to the biggest advertisers trying to crash your NFL tailgate.
 
Here in LA, everyone is now a football fan with the triumphant return of the Rams to town. While only one of our team members was able to score season tickets, the rest of us are excited to watch the ads that come along with this time of year. From drinks and pizza to televisions and deodorant - everything can be spun for a little game of pigskin. Here are a few advertisers that got the ball rolling in August, and some of our favorite creatives.
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Back To Shopping, How 5 Top Retailers Went Back To School in August

By Jordan Kramer on Sep 6, 2016 10:00:00 AM


 

Summer has drawn to a close which means your instagram, facebook and snapchat feeds have begun filling up with adorable children, holding up adorable signs of their impending walk back into rooms filled with cubby holes and calculators. And if there's one thing big retail brands can count on, it's that back-to-school means back-to-shopping!
 
You already know their names. They sell shoes, shirts, backpacks and highlighters along with any product that makes the transition back to the classroom a little more cool, if not functional. And as each of these top  top retailers let their school spirit flag fly, so do their ad dollars! Retailers  continually spend mega bucks on advertising during this time of year, now shifting their spend  to digital, to follow the eyes of consumers .  Here’s a look at how five of the top retail advertisers were targeting shoppers, from kids to parents.
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Road To DMEXCO + Brand of the Week

By Jordan Kramer on Sep 1, 2016 10:00:00 AM


 

After attending dmexco in 2015, we are returning this year as an exhibitor! From September 14-15, we will be stationed at hall 9 / D028. If you will be attending, we'd be happy to show you our international digital spend and impression data - simply schedule a meet-up with us. Or send us a note with your favorite Oktoberfest suggestions for Cologne, and we'll Instagram our reviews!
 

Schedule A Meet-up With Us

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July's Top Digital Advertisers 2016

By Jordan Kramer on Aug 30, 2016 2:00:00 PM


 

School is back in session and out-of-office replies are slowing down as industry gears are changing to prepare for Fall. But, before the leaves begin turning hues of orange and red, let's take a look back at which brands heated up the summer, on digital. In our new  July Top Advertisers Report, we now list the top ten advertisers by  spend and impression to help provide a more transparent view into the digital ecosystem.
 
July saw continued domination by the  Financial Services category across most channels, led by Capital One Financial Corporation, while Food & Drink advertisers ramped up on video. Auto was also a top category by impression volume, with Nissan standing out as the top spender. Additionally, Apple Inc. made large push for their iPhone device, coming in as the 4th largest spender on video. Read on for more insights and download the report in its entirety  here.
Topics: Reports
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3 Insights Into Financial Services Ad Spend Strategies—Backed by Data

By Jordan Kramer on Aug 25, 2016 10:06:38 AM

Financial services advertisers spent the most on digital ads in Q2 over any other industry. But perhaps surprisingly, most of that ad spend went towards desktop, not mobile, in 2016. Banks, insurers and other financial services verticals spent more than $295 million on desktop ads in Q2 2016. They only spent about 7 percent of that on mobile and tablet advertising.

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Infographic: Programmatic Quantity vs. Quality

By Jordan Kramer on Aug 23, 2016 5:00:00 PM


 

Last month, our CEO Gabe Gottlieb spoke at MediaPost’s OMMA LA Conference and dispelled many of the myths around programmatic media buying. Myths such as subpar quality placements, below-the-fold impressions, and inefficiency, amongst others. Many of these factors influence the decisions of media buyers to allocate more or less budget to programmatic buying, but what are the actual facts?

We investigated programmatic buying trends for the second quarter of 2016, including a breakdown of above the fold impressions, average pixel location on page, and impression share across devices. See below for an infographic recap of the top programmatic trends.
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Nike's Olympic Message: Unlimited You

By Ken Roberts on Aug 19, 2016 8:00:00 AM

Last time we focused on Under Armour heading into the Olympics blackout period. What digital campaigns might they run that took advantage of the new Rule 40 changes? Turns out, not much. It does not appear that UA is running any online, sponsored athlete ads so far during the games.

Nike, on the other hand, has been more active.

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Spend Insights from 4 Top Financial Services Advertisers

By Gabe Gottlieb on Aug 17, 2016 10:00:00 AM

 

The financial services industry is expected to spend $8.37 billion on digital advertising in 2016, according to eMarketer, accounting for 12.2 percent of total U.S. digital ad spend.

So it’s no surprise that the highest spending sector in digital advertising for Q2 2016 was financial services. Financial services companies spent nearly $329 million on desktop advertising, with the top 10 advertisers spending more than 50 percent of that budget. These top 10 advertisers only spent about $10 million on mobile and tablet ads. 

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Uber vs. Lyft: Who Spends More on Digital Advertising?

By Jordan Kramer on Aug 15, 2016 2:00:00 PM


 

Say goodbye to the days of the bright yellow taxi and say hello to the ride-sharing revolution! For many of us, requesting a car has become as ubiquitous as brushing our teeth, and the choice of whitening or tarter control is just as important as who's wheels you trust to deliver you to your final destination: Uber or Lyft? Both of the ride sharing companies have their perks, and their funds, considering the platform’s product rests in the passenger seats of their fleet. Uber has raised a whopping $7.1B and has a valuation of a few times that, while Lyft has raised just over $2B and has a valuation of about $5.5B
 
The market isn’t dying down anytime soon, with GM injecting some  serious cash into Lyft’s lanes, and with talk of an  Uber IPO, the race is just beginning. 
 
These two brands are undoubtably huge competitors on the street, but what is their digital advertising strategy? We paired them up against each other across desktop, mobile, and video to analyze spend, creatives, sites and buying strategy. Read on for our  Q2 findings.
 
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What Ads Are Democrats Running Against Donald Trump? Find Out Here.

By Jordan Kramer on Aug 11, 2016 11:00:00 AM

A select group of American voters have boarded the Trump train, but it may run out of steam thanks to the digital ad spend of the opposition. Trump’s comments have provided Hillary Clinton’s campaign with plenty of fuel for attack ads.

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Who Were the Top 3 Financial Services Advertisers in July 2016?

By Jordan Kramer on Aug 9, 2016 2:00:00 PM

In July alone, the top three financial services spenders in digital advertising spent more than $37 million combined in the U.S.—on desktop alone. However, these three giants’ spend strategies differ greatly and yield very different results when it comes to impressions, according to Pathmatics data.

We’ve compiled a breakdown of the top three players’ desktop ad spending from July 1 to July 31, 2016, including where each advertiser is gaining impressions and which is realizing the best CPM. Read on for intelligent insights into your competition.

 

Impressions

Spend

CPM

Capital One

3,428,147,200

$22,909,100

$6.68

State Farm

1,111,104,000

$7,786,200

$7.01

Discover Financial

981,581,700

$6,359,000

$6.48

 

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Top Financial Services Advertising Techniques in Q2

By Jordan Kramer on Aug 4, 2016 12:00:00 PM

Digital advertising is a major acquisition channel for financial service brands, from tax services to credit card providers, and each brand has heavy competition. The industry alone spent $307 million on desktop advertising in Q2 of 2016, which encompasses the end of tax season, according to Pathmatics data.

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Q2's Top Digital Advertisers

By Jordan Kramer on Aug 2, 2016 8:00:00 AM


 

As the gentle Spring breeze has begun to give way to the scorching Summer sun, so did several advertisers who heated up during the second quarter of this year, leading into the Summer months. FTD Companies, a top advertiser during the month of  May , carried their Mother’s Day momentum into the Q2, ranking as a top direct advertiser on desktop. The giant floral company was not alone, as the auto category  continues  it's hot-streak across devices, led by General Motors and Chevrolet. 
 
We’ve been talking a lot about  programmatic  lately and the quality of programmatic placements; however, direct deals continue to lead across channels by dollar amount. Conversely, direct does not lead by impression volume, so the question still remains if brands are getting the most bang for their buck? Download our entire  Q2 Top Digital Advertisers report  to stay ahead of the competition leading into the Fall.
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June's Top Digital Advertisers

By Jordan Kramer on Jul 29, 2016 2:47:45 PM


 

Time to dust off that carry-on that's been sitting in the closet all winter! 2016 is more than halfway over (or there's half still to go, depending on which water glass you're looking at) which means you're overdue for that vacay, right? Brands are planning out the last of their ad dollars to close out the year, led by top advertisers such as the Priceline Group, nabbing the top video advertising spot for the month as they try to lure you on that beach getaway.
 
Here’s a deeper dive into some of the top advertisers during the month of June by impression volume, and the campaigns they were running. See how the top categories were buying across channels and the brands that led the charge. Download our June report  here and let your end-of-year prospecting and planning begin! Also, don’t forget to grab a free advertising stats report  here to get these insights on any brand: which sites they're running on, how they purchased impressions, which partners they used and how much they spent - work smarter, not harder!
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Nike vs. Under Armour: Olympics Advertising Edition

By Ken Roberts on Jul 27, 2016 12:45:40 PM

Last month we took a look at Nike and Under Armour digital advertising--what vehicles they use, how each is buying (direct vs. indirect), and which sites they are targeting. We'll be watching them again this summer with an eye towards Rio.

The extra dimension this summer is not soley Olympics advertising tie-ins, though.

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Programmatic: Quantity and Quality?

By Jordan Kramer on Jul 25, 2016 11:28:01 AM


 

What percentage of your cross-channel media plan includes programmatic? Do the myths of programmatic buying, such as "subpar" quality, influence your planning? Last week, Pathmatics CEO Gabe Gottlieb spoke at MediaPost’s OMMA Conference in Los Angeles on the relationship between programmatic quantity and quality. Dispelling many of the current myths that programmatic placements are cheap, poor quality and not worth the investment; see how programmatic is on the rise - both up the page and in total spend and impressions across channels.
 
Check out the full presentation below and download the slides here.
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Our Top 3 Favorite Landing Page Designs and Why We Love Them

By Jordan Kramer on Jun 29, 2016 9:00:00 AM

Top spenders in the paid advertising space, across industries from financial services to travel, spend millions of dollars on paid digital ads every month to attract, engage and convert prospects. From June 2015 to May 2016, Capital One Financial group alone spent an estimated $163 million on desktop, according to Pathmatics data. Verizon and Proctor & Gamble trailed close behind.

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May's Top Home and Garden Desktop Advertisers

By Jordan Kramer on Jun 27, 2016 10:00:00 AM


 

Summer - the season of garage sales, BBQ's, home improvement and gardening projects - is officially here. For Home and Garden advertisers, now is the time to place their creatives in front of prospective home project-taskers, enjoying the endless sunshine. Whether you’re planing on painting, landscaping, buying a mattress or updating your furniture, there are plenty of creatives for whatever you need. 
 
Did you know that May is the best month to buy a mattress as old inventory must be cleared for plush, new stock? Well, neither did we!  And, since it's out with the old and in with the new, it's no surprise that 2 of the top 5 top advertisers on desktop for the category were mattress companies. Let's sink deeper into that temperpedic of a Home & Garden Category, and look at how the companies were buying on desktop as a whole, the top 5 category advertisers, and the top 10 sites Home & Garden brands are targeting.
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Who Topped Digital Advertising in Q1 2016? We Have the Answer.

By Jordan Kramer on Jun 15, 2016 1:00:00 PM


Which brands were the top digital advertisers across desktop, mobile and video in Q1 2016?

Which advertising categories were the most popular?

Finally, brands can gain full transparency into digital ad spending right now. Thanks to ad intelligence platforms, brands and advertisers can do things like:

  • See any brand’s digital buying strategy, detailing publisher direct deals, programmatic buys, and exactly what DSPs and ad networks they’re using.
  • Negotiate better programmatic and direct deals by assessing available inventory.
  • Audit ad activity to prevent ad fraud and avoid arbitrage, as well as ensure creatives are running on contracted sites through efficient purchasing channels.
  • Evaluate partners by seeing information on DSPs, ad networks and agency partners, including their top clients, publishers and if they’re working with your competitors.

Using our data, we compiled the Q1 2016 Top Digital Advertisers report. The report breaks down the top 10 advertisers and direct advertisers across desktop, mobile and video platforms in Q1 2016. It also details how impressions were purchased and which ad categories were most popular.

Here's what we found.

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May's Top Digital Advertisers

By Jordan Kramer on Jun 13, 2016 4:30:20 PM


 

We are now, officially, halfway through 2016 and sprinting to the end of Q2 as “submit” clicks for Summer trips have begun outpacing business emails. Similarly, brands are starting to gear up for summer campaigns, which means May’s top advertisers by impression volume, across channels are here. While there were no huge movers or shakers, there were some category switches and climbers.

During the month of May we watched the auto category regain their lead on desktop and mobile+tablet, bumping out Financial Services. Automakers and dealerships took four of the top ten desktop spots by impression volume, commanded in large part by GM. And with Mother’s Day, it's no surprise that a ‘gifts & occasions’ brand (FTD) landed in the top advertisers rankings. In video, General Mills vaulted into the number one spot, reinforcing Food & Drink’s steady lead as the top advertising category. Read on for more highlights from May’s top digital advertisers and be sure to download the full report across channels here.

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The Advertising Race Continues: Nike vs. Under Armour

By Jordan Kramer on Jun 3, 2016 5:19:24 PM


 
A little while ago, we dove into the wearable tech category and looked at how the digital advertising strategies of competitors Fitbit and Jawbone compared. The rapidly growing wearable category has stepped and cycled its way into 20% of US households, with another 15% planning on purchasing one within the next year. Nike’s FuelBand, one of the first on the market, was discontinued 2 years ago in favor of directing efforts toward fitness software. This signaled what, in retrospect, seemed to be only a misstep in the wearable category as their presence in US households has doubled in the last year alone.
 
Under Armour has made a large push in both the fitness software category, acquiring MapMyFitness, MyFitnessPal and Endomondo; and the wearable category announcing its ‘Healthbox’ suite at this year’s Consumer Electronics Show. Their aggressive approach calls into question Nike’s decision to exit the market, and what lies ahead for health tech. Both huge players in the fitness game, Nike and Under Armour have grown their brand beyond their initial product offerings and transcended into all encompassing health & fitness companies. Lets take a look at how the two compare across channels, buying partners and top sites.
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Retail's Top Direct Advertisers for Q1

By Jordan Kramer on Jun 1, 2016 4:16:27 PM


 
In the 'age of programmatic', are brands even still buying direct? The answer is yes. Many of the top retail brands are still using a direct-centric buying strategy, even on desktop. The guarantees that direct buys offer still carry heavy value for brands and agency buyers, so much so that some brands are spending nearly 100% of their desktop spend on direct buys. While this strategy doesn’t work for every advertiser, many sites are reaping the benefits. Espn.go.com was one of the more popular direct sites for retail advertisers in Q1, where 82% of retail impressions were purchased direct.
 
These brands were the top direct advertisers from the retail category on US desktop during Q1. See how much of their spend share was allocated to direct buys, and the top sites they were targeting. Download our entire Q1 Retail Advertising Buying Report detailing the top retail advertisers by impression volume across channels, here.
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How Online Floral Retailers Were Advertising For Mother's Day

By Jordan Kramer on May 26, 2016 2:35:51 PM


 

May flowers have been blooming, especially in creatives targeted for Mother’s Day earlier this month. Ranking as the top holiday for floral companies, even beating out Valentine’s Day, there are plenty of consumer dollars to be fought over. An estimated  $21.4B was spent on moms in 2016 in the US, compared to the $19.7B spent on Valentine’s Day. $2.4B of Mother's Day spend went to flowers, or about $29 per person. Online floral retailers live for this day, dumping copious amounts of ad dollars into creatives, across all channels, to grab your attention.
 
The Bouqs Company, a relative newcomer in the space, recently closed their  Series B round and made their largest digital advertising push to date for Mother's Day 2016. Veterans 1800Flowers and ProFlowers continued to make a huge impact, per usual. Here’s a look at how these three companies were advertising in the two weeks leading up to the holiday on desktop.
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April's Top Digital Advertisers

By Jordan Kramer on May 20, 2016 11:23:27 AM


 

April showers bring May flowers, as they say. But before we get to the bloom, April's rain washed some new brands into the the top ten rankings by impression volume across channels, joining the regular faces we’ve been seeing  this year, like TurboTax. With tax season finally over (you can wipe the sweat from your brow), tax advertisers stopped running creatives after the 18th, but still managed to hold onto top spots by impression volume for the month, as a whole.
 
Making it's debut as the 8th top mobile+tablet advertiser by impression volume, Salesforce was one of the newer brands to make our report. The SaaS company’s campaigns promoted its Sales Cloud and CRM services.  On video, Subaru surged from the 26th direct video advertiser by impression volume in March to the number one slot in April.  Much of the car maker's efforts targeted hulu.com preroll video. Ad networks continue to be the dominant buying channel across devices, taking the lion’s share of impressions for the top 500 advertisers. Read on for more highlights from April’s top digital advertisers, and download the full report here.
 
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How Gawker Media Group's Top Three Sites Are Selling

By Jordan Kramer on May 16, 2016 12:17:17 PM


 

Have you ever heard of Gawker Media Group? Of course you have. Beyond their flagship web-site of the same name, the the behemoth media company owns a good portion of alternate sites that stream across your Facebook feed on a daily basis (and was the group just involved in a well-publicized legal battle with Hulk Hogan). These sites include Lifehacker, Gizmodo, Jezebel and Deadspin, amongst others. One of the larger player’s in todays publishing game, the group has been very successful in creating niche websites appealing to specific audiences, while keeping authenticity by site.
 
On the sell side, the group as a whole is making a hefty profit with programmatic - growing by triple digit percentages over the last two years. Their flexibility in strategy and openness to changes in the landscape has helped evolve their programmatic offerings over the years to drive sales, starting with a strictly PMP approach, to an open exchange option, and now the implementation of header bidding. Eyal Ebel, VP of Programmatic for Gawker Media Group, recently stated in AdExchanger “If you play three years out, you aren’t going to see header bidding coming, you aren’t going to see server-to-sever coming. Every publisher, every advertiser, whether they want to admit it or not, is making it up as they go along.” Of their nine media properties, Deadspin, Gawker and Jezebel have the highest monthly readership numbers. Here’s a peak at how those sites were selling display impressions in Q1.
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Financial Advertisers Bank on Q1

By Jordan Kramer on May 4, 2016 2:35:16 PM


 

Driven by tax season, Financial Services opened 2016 strong as the top advertising category by impression volume across display and mobile+tablet for the First Quarter. Considering that, it’s not surprising that a third of the top ten financial display advertisers are tax software companies. Coupled with the gusto of finance powerhouses such as Capital One Financial Corporation, American Express Company and Progressive Casualty Insurance Company, the financial services category is stacked, to stay the least.

Let’s take a look at the buying strategy behind the top ten display advertisers in the financial services category, including top buying channel and partner by spend, and top site by impression volume.

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The Buying Strategy Behind Telecom’s Top Advertisers

By Jordan Kramer on Apr 29, 2016 11:51:00 AM


 

The Telecom category has been  heating up its media presence across channels, taking the lead on mobile for the  First Quarter of 2016. Communications giant Verizon was also the top display advertiser for Q1, demonstrating that wireless service providers have big budgets to spend on digital, across all channels. Diving into mobile+tablet, AT&T ranked 3rd by impression volume for Q1, followed by Verizon in 5th place, Sprint in 9th, and T-Mobile coming in at 14. 
 
The big four mobile telecom companies have very different buying strategies on mobile+tablet, with some preferring direct buys while others are relying on partners. Read on for mobile buying insights behind AT&T, Verizon, Sprint and T-Mobile’s digital strategy.
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Q1:2016 Top Digital Advertisers

By Jordan Kramer on Apr 27, 2016 11:46:43 AM


 

The First Quarter of 2016 has now faded into our rearview mirrors, leaving behind the top advertisers that kicked off the New Year with a bang. Procter & Gamble made a strong push across all channels, taking the top spot on mobile and video. Telecom hip-checked (for all you hockey playoff fans out there) Financial Services out of the top advertising category ranking on mobile, led by Verizon, AT&T and Sprint. On desktop, direct buys dropped 8% from Q4, giving share to the growth of ad networks used to purchase impressions.

Download our newly released Q1 top digital advertisers report here detailing the top ten advertisers by impression volume across desktop, mobile, and video, along with the top direct advertisers and breakdowns of how impressions were bought.

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How To Target The Top 5 Wedding Sites

By Jordan Kramer on Apr 18, 2016 2:14:59 PM


 

It’s almost wedding season! Each year, 2.3 million couples rush to the alter in the US alone, which means only one thing, your social media feeds are about to be bombarded with Springtime wedding photos of perfectly matched bridesmaids dresses and dapper men in tuxedos, leading into Summer. For companies whose target demographic are couples preparing to exchange vows, marking the top wedding blogs and sites can be a challenging task. Several wedding blogs, such as Style Me Pretty, have grown over the years to battle the top historical wedding publications like Brides and TheKnot.com. Each has a different method of selling ads to its audience, and uses different partners. 

How do you get your ads placed on these sites?
 
We’ve pulled 5 of the top wedding blogs and sites, looking  into how each site sells impressions, their top advertisers and the best route to target your media buying strategy and get the most from your dollar.
 
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The Top 10 Auto Advertisers For March

By Jordan Kramer on Apr 13, 2016 1:00:00 PM


 

Auto held a strong grip on the top advertising category across desktop and mobile for the month of March, led in large part by Toyota. Looking at desktop specifically, the top five sites for auto advertisers were youtube.com, yahoo.com, msn.com, eBay.com and espn.go.com. Ad networks were used to place 47% of the desktop impressions from the auto category, led by Google AdX + AdSense as the top partner. Direct buys followed as the second top purchase channel with 33% of impressions, and 20% were served through DSPs. 
 
We are going to dive in to the top 10 desktop auto advertisers for March to uncover how they were buying impressions and which sites they targeted.
Topics: Reports
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March Top Digital Advertisers

By Jordan Kramer on Apr 11, 2016 10:00:00 AM


 

As tax season begins its long walk into the sunset, not to be seen again until next year, so go the tax service ads. After a strong presence this year to date, tax software advertisers have faded from the top ten rankings across devices, spending fractional amounts during the month of March compared to past months.

Auto continues to dominate as the top advertising category across desktop and mobile, led in large part by Toyota and their creatives for the "exhilarating driving dynamics" of the all-new Prius'. Because let's be honest, nothing says exhilarating like the smooth sounds of a silent, hybrid engine, racing down the freeway. On video, Ancestry.com overtook TurboTax for the top video advertiser spot, for the month of March, promoting their DNA testing service while T-Mobile cracked the top ten mobile advertiser rankings, joining monthly top ten staples Verizon and AT&T. Download the entire March Top Digital Advertisers Report here and read on for more highlights.
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The Race Is On: How Fitbit & Jawbone's Advertising Strategies Measure Up

By Jordan Kramer on Apr 6, 2016 5:46:29 PM


 
No stranger to competition, these two companies have battled it out in the  market, the  courtroom, on your  wrist, and across the digital landscape. Although a portion of their market competitors are larger companies, using fitness trackers as a feature imbedded in other products (Apple, Nike, Under Armour), both Fitbit and Jawbone have built their brand solely on the steps of their users, basing their companies on fitness tracking alone. 
 
By the end of 2014, Fitbit controlled  67% of the fitness-tracker market, leading Jawbone, which had 14% share. Fitbit, the larger of the two and also publicly traded, spends more on advertising than its smaller, privately-owned rival; however, let's dive deeper into the strategy behind the campaigns these companies are running. What channels are they using, how are they buying and what sites are they targeting? 
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How The Most Interesting Man In The World Is Advertising

By Jordan Kramer on Mar 28, 2016 2:22:10 PM


 
Do people hang on your every word, even when you say nothing at all? At your lowest point, is your bar still higher than everyone elses? Have you ever lost a step, only to realize the step has actually been searching for you? If so, then chances are you're qualified for the newly open position of ‘Most Interesting Man in the World.'
 
After almost nine years, Dos Equis is retiring the campaign, and the man, that made the brand almost as quotable as "Anchorman." The last commercial featuring Jonathan Goldsmith, the face of your "most interesting memes in the world," over the last few years, aired this month as the brand shipped it's iconic mascot to Mars. Because when you’re the most interesting man in the world, and you need space, you go to Mars. To compliment the television commercial, Dos Equis’ parent company, Heineken, started running desktop banner ads on March 11th. Take a look at their cross-channel digital strategy surrounding the last adventure of the Most Interesting Man in the World, and the one place you can find him online.
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5 Famous Puppies in Advertising

By Jordan Kramer on Mar 23, 2016 4:03:40 PM


 

I grew up with a stuffed basset hound toy that I got at my local shoe store in Rockford, Michigan. His name was Jason and he and his floppy ears accompanied me most places. Jason was not just any stuffed dog, Jason was famous! He was the mascot of the Hush Puppies shoe brand, headquartered in my hometown. Described as  “a cultural icon that embodies the lighthearted spirit of its beloved basset hound,” the brand has been entrenched so deeply into my childhood that whenever I see an actual basset hound on the street, I think “hush puppies.”
 
This is not the only brand to play on the public's love of adorable puppies and dogs in their advertisements. The most famous, and arguably the “first” dog in advertising, was  Nipper the RCA dog. The image of the cute terrier-mix sitting next to a gramophone was trademarked in 1929 by the Radio Corporation of America. The campaign even got a refresh in 1990 with the addition of Chipper, a young pup to accompany Nipper. The rhyming was just an added bonus for consumers...you're welcome. 
 
Another brand that conjures images of dogs and puppies is Budweiser. Even before their newly minted golden retriever puppy and Clydesdale's prancing into our hearts, Spuds MacKenzie dominated Bud Light ads in the late 80’s. In honor of today's National Puppy Day, here’s a look back at some of the most famous furry friends in advertising.
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House of Ads: The Advertising Strategy Behind Netflix's Top Show

By Jordan Kramer on Mar 21, 2016 3:16:01 PM


 

What episode are you on? If you're like the 3M+ Americans (including myself - episode 10 here) glued to the drama happening with the Underwood administration, then these ads are for you. Here at our office, we're still under a strict no-spoilers policy, however, Heather Dunbar and Frank Underwood are often mistakenly injected into conversations about the "actual" Presidential election.
 
My first experience with a House of Cards creative came the night before the new season premiered, while visiting  washingtonpost.com (see screenshot below). First, I was blown away by the boldness of the Netflix show’s new ad. Kevin Spacey appears as Frank Underwood, in his best political headshot, juxtaposed next to a photo of Donald Trump in a similar style suit, speaking to the creators' intentional parallel to the current, real life political candidates. After digging further into the digital strategy that House of Cards Season 4 was employing, the results were almost as interesting as the Underwood campaign itself.
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February's Top Digital Advertisers

By Jordan Kramer on Mar 18, 2016 1:14:57 PM


 

Are you still feeling the love from Valentine’s Day? Our top February advertisers sure are. It’s usually the one time a year that flowers and diamond rings dominate ads, attacking that key, sports viewing, demographic...ESPN anyone? But let's not forget we're on the heels of tax season, as you may have even seen creatives for TurboTax or H&R Block next to those chocolate hearts, both landing heavily on our report.

Read below to see how February’s top 500 advertisers were buying during the month of love, along with highlights from our recently released February Top Advertisers Report. Download the report in its entirety here, to view the top digital advertisers across devices by impression volume. Included are the top ten direct buyers across devices, and top advertising categories, in addition to a purchase channel breakdown of how advertisers were buying.

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Top Desktop Destinations for Travel Advertisers

By Jordan Kramer on Mar 11, 2016 3:21:33 PM


Can you smell the suntan lotion? Feel the warmth of the UV rays bouncing off the crystal blue water? Hear the roar of the jet engine as your commercial airliner lifts you to your tropical destination? Or, are you living vicariously as Spring Break photos start infiltrating your social media feeds and ad boxes? Well, travel advertisers are hoping you're feeling the bug, targeting those looking for a last minute getaway in lieu of using the office halogens to get rid of those pesky tan lines! It's time to check your PTO Calendars and book that next vacation, everyone!

Travel was the 4th overall category on desktop over the last 30 days, with the category’s top advertiser, MapQuest, ranking 20th overall by impression volume. So, what sites are travel advertisers targeting, either through direct or indirect channels? We broke out the top ten U.S. desktop sites by impression volume for travel advertisers over the last 30 days, including the category’s total spend per site and total impression number per site. Additionally we included the percentage breakdown of direct vs. indirect buys for the category as a whole per site. Check out the chart below.
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National Cereal Day Showdown

By Jordan Kramer on Mar 7, 2016 3:55:33 PM


Growing up 45 minutes from the Kelloggs Headquarters in Battle Creek, Michigan, you could say I ate a lot of cereal growing up. I’m not the only one. Cereal sales finished 2015 at $8.75B. While this number is declining approximately 3% per year, Kellogg’s and General Mills are celebrating today’s National Cereal Day with shares up more than 4%.
 
We took a look at the top cereal brand for each of the two breakfast giants, Kellogg Frosted Flakes vs. General Mills Cheerios, and how their digital advertising plans stack up against each other. Using our Advertiser Comparison Tool, we are able to compare advertisers’ digital strategy across channels including number of unique creatives released, impression volume, purchase channel breakdown and top sites. Here’s how America’s favorite cereal brands fared.
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In the Press: VentureBeat Fundraising Announcement

By Jordan Kramer on Mar 2, 2016 3:58:43 PM


We are thrilled to share today the recent closing of our Series A round of funding, led by digital media technology investor Bertelsmann Digital Media Investments ( BDMI), to continue investing in the expansion of our advertising intelligence platform globally. We look forward to continuing our mission of bringing transparency to digital advertising, and even more specifically, to programmatic advertising.
Topics: Press
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January's Top Digital Advertisers

By Jordan Kramer on Feb 26, 2016 3:15:01 PM


January may represent the New Year, but it also highlights an important time for some advertisers: when you'll receive your W-2. Historically, we’ve seen this ramp up around the second week of January, and 2016 was no exception with TurboTax and H&R Block leading the way. It's a virtual certainty tax software companies will continue to dominate the top advertiser rankings through the end of the quarter.
 
SlingTV (by Dish)  continued strong into the New Year with direct pushes on desktop and mobile, keeping its momentum. Also, the auto category dropped from December by impression volume across devices, with new top categories emerging on desktop, mobile+tablet and video. Read on for more insights behind January’s top digital advertisers and download the full report  here.
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5 Valentine's Day Advertisers That Met Their Match Online

By Jordan Kramer on Feb 23, 2016 4:11:52 PM


Valentine’s Day advertising is always fun to watch. It starts slow, then ramps up with new daily creatives, reminding hopeful customers just how many days they have left to buy chocolates, flowers, jewelry, and other gifts. (Or, for some brands, assuring them that they can still find love.)
 
While the same top advertisers usually vie each year, what’s interesting is where those advertisers are spreading their money online. What sites are they going after and how are they buying impressions on those sites?

We looked at brands whose desktop display advertising not only spiked leading up to the holiday, but  also had a single site at the "heart" of their spikes. For the five advertisers featured below, a significant share of each of their pre-Valentine’s Day surges was attributed to a push on a single site.
 
Check out the details for these five brands: which sites, how they purchased impressions, plus their creatives and flight dates.
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What's In Your Ad Path? How the Financial Services Category Is Buying

By Jordan Kramer on Feb 16, 2016 2:42:16 PM


We just released our 2015 Digital Buying Report which gives detailed purchase channel insights behind the top ten advertising categories of last year. Let’s start by diving into financial services, a leading category for much of the year, especially on mobile, where it led January through November until Auto emerged in December...a little ad-tech poetry for our avid followers.  

We compiled ad buying data from the category across desktop, mobile and video to illustrate buying trends overall and by device. Only our technology details each partner and intermediary used during the entire creative serving process - aka the ad path.  Read on to see which partners and purchase channels comprised the ad paths for 2015’s top financial services advertisers.

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Beyond Super Bowl 50: How The Top Brands Are Maximizing Campaigns

By Jordan Kramer on Feb 12, 2016 2:50:57 PM


The Super Bowl has come and gone, and yet we are still talking about the ads. The big game of advertising often sets the stage for the year coupled with lofty record-breaking prices. For this year’s big game, a 30 second spot ran a brand a cool $5 million bucks. With this much cash behind a campaign, in addition to creation costs, it is in a brand's best interest to maximize these spots to their fullest potential. We are beginning to see America’s favorite ads start rolling across the web as video advertisements. Going one step further, a few brands have already leveraged the success of their commercials across desktop and mobile.
 
We’ve zeroed in on five advertisers, 4 of them from the auto category, that have carried their campaigns across devices to get the most mileage. Read on for a few great examples of maximizing Super Bowl ad spend.
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Join Our Team!

By Jordan Kramer on Feb 3, 2016 12:16:00 PM

We are thrilled to be growing our teams in Santa Monica, New York City and Chicago!  If you are looking for a new and exciting opportunity in digital advertising, we would love to talk to you!

Headquartered in downtown Santa Monica - the heart of LA's 'Silicon Beach' - you can find our team surfing, biking, holding trivia nights or doggie play dates when we're not working on our market-leading digital advertising analytics platform.  We opened our first NYC office in the Fall of 2015 and will also be setting up shop in Chicago this year.

Check out all of our open postings below or jump to our Jobs page here.

Topics: Announcements
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Top 5 Free Competitive Research Tools

By Jordan Kramer on Jan 26, 2016 1:56:12 PM


Look, we're all guilty of it.  I mean, heck, it's even a primary tool of our business model. That's right, I’m talking about stalking your competitors (in a non-creepy way), and using that data to power your own marketing and advertising campaigns.   Competitive research is a necessary staple of business today, benchmarking your brand, or your client’s brand, against the constantly changing advertising landscape.  Information is the most valued currency for your business.  And, using that information to keep one step ahead of your competition is the key to shaping a successful brand, whether it's recognizing acute missteps, or modifying great ideas to your benefit, the data doesn't lie.  Might as well use their mistakes or successes to your benefit, right?  
 
Here is a round-up of our favorite tools out there on the web that can assist you in getting a full picture of your competitor’s advertising and marketing strategy.  If you are unaware of who your top competitors are, Hoovers or Yahoo! Data is a great way to find out.  So, keep your friends close and your enemies closer!
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Q4 Top Digital Advertisers

By Jordan Kramer on Jan 21, 2016 3:05:14 PM


With record-breaking Cyber Monday sales and the holiday season bringing big advertisers out to play, Q4 ended strong for many brands. We noticed a few trends emerge over the quarter, especially on desktop. Procter & Gamble took a big jump in impression share on U.S. desktop and continued to dominate video. Auto advertisers are still targeting consumers via desktop and mobile with Chevrolet and Nissan Dealer Associations leading the way.  We also saw a huge push from SlingTV in its first hoilday season to keep up with Hulu amongst other OTT and streaming products.

See below for the purchase channel breakdown of the top 500 desktop and video advertisers, as well as the top advertising categories and highlights.  Download all of Q4's top digital advertisers, including top direct advertisers, here.

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10 Brands Banking on Your New Year's Resolutions

By Jordan Kramer on Jan 15, 2016 5:46:19 PM


Now that we're two weeks into 2016, how are your resolutions (if you made any) going?  According to The Huffington Post, the most popular resolution for the New Year was "live life to its fullest," followed by living a healthier lifestyle, losing weight, reducing debt and saving cash, all of which creating great advertising opportunities for brands to capitalize on. From the Health & Fitness category to Finance, Travel and Education - brands know to target the sweet spot between Christmas and New Year's Day when hopeful and optimistic consumers are deciding which resolution route to go.  With that in mind, brands are putting more and more digital resources into play during this time to win your hard-earned dollars.

Here's a look at 10 brands banking on your New Year's resolutions, so much so that they increased their impression share during the holidays by over 1.5x compared to their 30 day average across US desktop (Pathmatics Data, 12/25/15-1/8/16).  We included the largest spike day for each advertiser in addition to their purchasing strategy and top three sites.  Cheers!

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CES 2016 Recap: Year of Auto-Mation

By Jordan Kramer on Jan 14, 2016 12:18:12 PM


You're probably sitting at your desk right now, channeling penny slots and Texas Hold 'Em after last week's trip to Sin City, which also constituted a company backed spree through the largest electronics convention in the country.  So are we!  There’s no doubt that what happens at CES is seen everywhere, with hundreds of innovations launching through the end of the year.  From smart mirrors to a smart suit and even a human carrying drone, there is no shortage of creative inspiration and groundbreaking breakthroughs.

With advancements in safety technology and a recent revival of the auto industry, we keyed into 'automation' as one of the main takeaways from the conference.  Combined with new, cutting-edge innovation, car manufacturers have begun making self-driving and parking cars a virtual...reality. (See what I did there?)  The  Robotics Marketplace also shined, showcasing drone best practices and 3D printing amongst other hot topics. Additionally, automation in digital ad buying is on the rise making this New Year a bright one for programmatic vendors.  Cheers to a year full of auto-mation!
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December's Top Digital Advertisers

By Jordan Kramer on Jan 8, 2016 4:30:18 PM


Welcome to the New Year!  If there's anything that December rings synonymous with, it's shopping. Holiday gift teasers were ubiquitous throughout the final month of the year with the top desktop advertiser releasing 1,276 unique creatives alone.  Auto had a resurgence, as it regained the top category on desktop for the first time since October, while conquering mobile as well.  Retail advertisers focused their money on video, and overall, dollars shifted away from direct purchases with the popularity of ad networks growing.

See below for the purchase channel breakdown of the top 500 desktop and video advertisers, as well as the top advertising categories and highlights.  Download all of December's top digital advertisers, including top direct advertisers, here.

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2015 Recap

By Jordan Kramer on Dec 30, 2015 8:00:00 AM


It was an exciting year here at Pathmatics, and we are thrilled to have lots to cheers to tomorrow night! A big thanks to all of our awesome customers from ad agencies, brands, publishers and ad tech companies all over the world. We are looking forward to new milestones in 2016 as we continue on our mission to level the playing field across digital advertising through transparent, market-leading data. 

From opening our NYC office to doubling our team and growing our product, we are happy to share our favorite highlights from 2015.

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Star Wars: The Force Awakens Trails Furious 7, Krampus

By Ken Roberts on Dec 28, 2015 11:00:00 AM

Yes, "Star Wars: The Force Awakens" shredded many a box-office record on it's opening weekend. But, thanks to it's massive multi-generational fan base, a year of teasing teasers, and plenty of word-of-mouth, Disney had the luxury of letting the movie market itself—with a boost from some big brands.

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November's Top Digital Advertisers 2015

By Jordan Kramer on Dec 23, 2015 3:20:53 PM


Finished your holiday shopping early? Chances are you purchased gifts during the month of November when advertisers, especially retailers, teased out Black Friday and Cyber Monday deals.  With the biggest ecommerce shopping day officially on record, overall sales are up and our top advertisers report for the month of November reflects just that.  Holiday advertisers climbed up the rankings and the 'Financial Services' category reclaimed the top spot across desktop, mobile, and video.  We also detected increased usage of ad networks for video impression purchases, scaling back the percentage of direct purchases from October.

See below for the purchase channel breakdown of the top 500 desktop and video advertisers, as well as the top advertising categories and highlights.  Download all of November's top digital advertisers, including top direct advertisers, here.

Topics: Reports
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The Force is Strong With These Ads

By Ken Roberts on Dec 22, 2015 4:36:40 PM

It goes without saying that here at Pathmatics, we like advertising. But we also like our blockbuster sci-fi movies (heck, our office features space travel posters). So what could be better than watching video ad tie-ins to the biggest blockbuster of all, "Star Wars: The Force Awakens"?

We called on some of our die-hard Star Wars fans and advertising aficionados to put on their movie critic hats and review their favorite—and not so favorite—brand tie-in video ads.

First up, we have CoverGirl's "Which Side Are You?" campaign, showcasing several bold looks from both the Light Side and the Dark Side. Musician Janelle Monáe asks, "Which side are you on?" This video had some of the strongest reactions of the group from "a bit of a stretch" to "hated!"

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Cyber Monday Recap

By Jordan Kramer on Dec 18, 2015 1:39:00 PM


You’re not the only one opening up your pocketbook this holiday season.  Major retailers are turning their dollars to digital to grab your attention, and your dollars, online.  While traditional means of mailers, TV and radio spots are still effective, the most forward-thinking retailers are taking advantage of a digital economy—and it’s paying off. 
 
Nearly 50% of shoppers plan to shop for gifts online this holiday season. Add this to an estimated $79.4B pot of expected ecommerce sales and retailers have a lot to fight for. What digital strategies did the top advertisers employ to drive sales?  We explore the who, what, why, when and how of Cyber Monday.
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October's Top Digital Advertisers 2015

By Jordan Kramer on Dec 4, 2015 11:41:50 AM


The start of Q4 means the start of the ad sprint to NYE. Capitalizing on a rebounding economy and an upcoming holiday season, advertisers are getting more agressive with their plays, and the results are paying off.  The new online shopping deals site Jet.com just launched in July and within 3 months soared to the top of our top advertisers rankings.  Hotel groups are using video creatives to pull on your emotions and convince you that your wedding proposal needs to happen next to their pool. Auto dealerships are partnering with boutique ad networks that target their specific audience needs and ramping up digital activity - mostly on desktop and mobile.  

See below for the purchase channel breakdown of the top 500 desktop and video advertisers, as well as the top advertising categories and highlights.  Download all of October's top digital advertisers, including top direct advertisers, here.

Topics: Reports
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Pathmatics and Nielsen Alliance in Australia

By Jordan Kramer on Nov 25, 2015 10:26:52 AM


We are excited to formally announce an alliance with Nielsen in Australia. This relationship delivers more sites, more devices, more flexibility and a better view of digital ad activity. Pathmatics' data, built upon our market-leading technology, combined with the integrity and resources of Nielsen will be a game changer for Australian marketers. 

Head of Nielsen’s Media Industry Group, Monique Perry, said Nielsen is eager to give the industry what they have been asking for. "This relationship provides our clients with a quality and agile digital ad measurement solution that the industry has been seeking. Pathmatics brings digital start up speed, cutting-edge innovation and technology which compliments the trust Nielsen provides through being a global, independent company—with a dedicated local support team. This new alliance will enable our clients to better monitor theirs and their competitor’s digital advertising activity including how it was bought, creative executions coupled with the robust digital spend data coming soon."

The companies will work together to continue bringing Pathmatics' unique capabilities to the Australian market. 

Gabe Gottlieb, Pathmatics CEO added, “We are thrilled to work with Nielsen and chose to partner with them for their integrity, independence and commitment to sophisticated admeasurement."

Read the press release in its entirety here.

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Q3 Top Digital Advertisers

By Jordan Kramer on Nov 20, 2015 9:11:41 AM


Announcing our Q3 top digital advertiser rankings for 2015 across desktop, mobile and video. The emergence of fantasy sports draft companies with aggressive cross-channel advertising strategies landed one of the bigger players in our Q3 top ten on mobile web. Other highlights include the addition of two major Food & Drink companies on the top video advertisers list and the growing usage of exchanges for purchasing mobile impressions.

See below for the purchase channel breakdown of the top 500 desktop and video advertisers, as well as the top advertising categories.  Download all of Q3's top digital advertisers, including top direct advertisers, here.

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Chatting With Chatterji I DSP Talk

By Nirav Chatterji on Nov 11, 2015 3:28:59 PM


Welcome back to our 'Chatting With Chatterji' series where our in-house Senior Account Manager, Nirav Chatterji, will be interviewing thought leaders within the adtech industry, and AdRoutes users, to get their thoughts on problems, solutions and trends within the ad space.

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September's Top Digital Advertisers 2015

By Jordan Kramer on Nov 5, 2015 12:20:17 PM


Fall is here and so is football, basketball and a new season of television (#tgit anyone?).  With that, it is also a new season for advertisers changing up our top 10 rankings across desktop, mobile, and video.  Between fantasy sports dominating every game you watch, to auto companies gearing up for an end-of-the-year push, and fall TV shows vying for your attention, be sure to download all of the top digital advertisers here.

Direct purchases jumped 11% on desktop and a new advertising category climbed to the top. Financial Services continues to dominate mobile by way of auto insurance and credit card ads. Video impressions continue to be purchased primarily through direct channels with Google Adx + AdSense being the most used ad network.  See below for more purchase channel insights of the top 500 desktop and video advertisers, along with September's top trends. 

Topics: Reports
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August's Top Digital Advertisers 2015

By Jordan Kramer on Oct 1, 2015 5:45:19 AM


Summer is officially over and as of today, so is Q3.  Read on for purchase channel insights and highlights from our recently released Top Advertisers Report for the month of August.

You can also download the free report here.

Topics: Reports
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We're Hiring!

By Jordan Kramer on Sep 3, 2015 9:00:00 AM

Looking for a new opportunity?  We are growing our team in LA & NYC this Fall and looking for fun, motivated team members that are passionate about bringing transparency to digital advertising.

Headquartered in downtown Santa Monica - the heart of LA's 'Silicon Beach' - you can find our team surfing, biking, holding trivia nights or beer tastings when we're not working on our market leading digital advertising analytics product.

Check out all of our open postings below or jump to our Jobs page here.

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July's Top Digital Advertisers

By Jordan Kramer on Aug 28, 2015 5:57:05 PM


July - the month of summer vacations, holidays, sunshine and... credit cards, beer & Skittles?  According to our top digital advertiser rankings for the month, the Financial Services category dominated again across both display and mobile while Food & Drink kept the top video category spot.  

Read on for purchase channel insights and highlights from the top advertisers for July and be sure to download the top 10 advertisers across desktop, mobile, and video here.

Topics: Reports
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Q2 2015 Top Digital Advertisers

By Jordan Kramer on Jul 28, 2015 2:23:00 PM


Announcing the top digital advertisers across desktop, mobile, and video.  New leaders emerged from the Q1 rankings on all platforms and 'Food & Drink' took down 'Financial Services' as the top video advertising category.  

See below for the purchase channel breakdown of the top 500 desktop and video advertisers, as well as the top advertising categories.  Download all of Q2's top digital advertisers, including top direct advertisers, here.

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June's Top Digital Advertisers

By Jordan Kramer on Jul 13, 2015 3:09:00 PM


For the month of June, we saw Capital One Financial Corporation fall from the #1 desktop and mobile spot compared to May's rankings as well as a new top video advertiser take the #1 spot from T-Mobile.  See purchase channel insights below for the top 500 desktop and top 500 video advertisers below and be sure to download all of June's top advertisers and direct advertisers here.

Topics: Reports
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Pathmatics In The Press

By Jordan Kramer on Jun 30, 2015 2:00:00 PM


We are excited to share that Pathmatics was featured in the New York Times, AdAge and MediaPost during the month of June. Read below for highlights from our press features and links to the full articles.

Topics: Press
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May's Top Video Advertisers

By Jordan Kramer on Jun 26, 2015 2:37:00 PM


As video continues to grow and consume more of advertisers’ budgets, even stealing dollars away from TV ad spend, the value of purchase channel insights grows as well (IAB Digital New Fronts Video Ad Study).  In the month of May the top 500 Advertisers purchased 58% of their impressions direct. Compared to 38% of desktop impressions purchased direct and 37% on mobile, it’s evident that video is being incorporated into media strategies more consciously (Pathmatics Data).  Couple these figures with an 89% increase in marketer spend on digital video advertising since 2013 and you have a lot of dollars to fight for as a publisher, to the tune of $10.4M (IAB).  Knowing which partners brands are working with direct, and exactly how competitors are buying, is key in prospecting smarter. See below for purchase channel insights into the top 500 advertisers for the month of May and a more in depth look at the top 3 video advertisers.

Topics: Reports
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April's Top Digital Advertisers

By Jordan Kramer on May 29, 2015 3:35:00 PM


Announcing April's top digital advertisers by impresssion volume across desktop, mobile* & pre-roll video (including YouTube & Hulu).  

Subscribe to our blog email updates on the right to be the first notified when May's top advertisers are available.  As of today, all Pathmatics customers are able to view top advertisers across desktop, mobile, video, tablet and content within our AdRoutes tool.  Additionally, customers can view top direct advertisers, top indirect advertisers, top creatives, and purchase channels broken down by advertising category amongst other features.  Don't believe us? Request your free demo now.

To download all of April's top advertisers including top direct advertisers, click here.

*iPhone & Android (Mobile Web)

Topics: Reports
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Pathmatics Announcement

By Jordan Kramer on May 8, 2015 7:30:00 AM

We're excited to announce that Adomic is now Pathmatics! Our new name describes what we do better than anyone else in the industry: highlight the delivery process each ad takes to get to a publisher page aka the ad path.  This data is gathered from our advertising analytics dashboard featuring data from 24,000 advertisers across 20,500 sites by more than 450 ad tech services from 75 DMAs worldwide.

See the press release in its entirety from our official announcement last week here.


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March's Top Digital Advertisers

By Jordan Kramer on Apr 9, 2015 2:30:00 PM


March data is officially in and we have the top digital advertisers by impresssion volume across desktop, mobile* & pre-roll video (including YouTube & Hulu).  

Verizon jumped up to #1 from last month on desktop and video, also closing out Q1 on top.  TurboTax decreased their overall impression share after leading mobile in January and February, leaving room for other contenders like Capital One and Merck.

To download all of March's top advertisers including top direct advertisers, click here.

Topics: Reports
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Q1 Top Advertisers

By Jordan Kramer on Apr 7, 2015 11:35:00 AM


Verizon kicked off the New Year with a big splash across display & video taking the #1 spot on both platforms. TurboTax followed close behind on desktop and scored on iPhone & Android (mobile web).  As tax season winds down, it's no surprise that Financial Services was the leading advertising category on desktop, mobile and video.  Auto also made a big impression, because why not put that tax refund down on a new car?

To download the largest online advertisers for Q1 including top direct advertisers, click here

Topics: Reports
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February's Top Mobile Advertisers

By Jordan Kramer on Mar 27, 2015 2:39:00 PM

If you haven't incorporated mobile into your strategy for the year, it's time to think again. Mobile advertising is expected to account for just about half of all digital ad spend this year (49%) and grow to 60% in 2016 (MediaPost). 

February's top mobile advertisers across iPhone & Android (mobile web) didn't see many shake-ups from January as tax season continues. Take a look below at the digital advertising analytics of the top 5 and see a list of the top 10 direct mobile advertisers.

To download the month's top advertisers across desktop, mobile and video, including direct buys, click here.

Topics: Reports
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February's Top Video Advertisers

By Jordan Kramer on Mar 12, 2015 11:38:00 AM

Watch any YouTube videos last month? Chances are you may have run across a video advertisement for Paramount's recent film Hot Tub Time Machine 2.  Captalizing off the success of the first installment, the sequel was the number one video advertiser by impression volume during the month of February knocking a tech giant off the top spot from the month prior.

See the film's strategy and that of the top five video advertisers below using our data covering over 25K brand advertisers' media buys across desktop, mobile, video (including YouTube video advertising and Hulu advertising), tablet & native ad data. 

Click here to download the month's top advertisers across desktop, mobile and video including direct buys.

Topics: Reports
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February's Top Digital Advertisers

By Jordan Kramer on Mar 10, 2015 10:54:00 AM

Now announcing February's top digital advertisers by impression volume across desktop, mobile and video including top categories.  What's different this month?  With Valentine's Day making a big splash as always across the ad space, brands such as Provide Commerce, Inc. (parent company of ProFlowers, Shari's Berries, amongst others) and Macy's upped their digital presence this month.  Tax Day is also fast approaching giving TurboTax plenty of reasons to vie for the attention of eyes across desktop and mobile.

Read below to see the month's top desktop advertisers, top mobile advertisers, and top video advertisers. Also, be sure to download all the top advertisers here.

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Chatting With Chatterji I Digital Publisher Talk

By Nirav Chatterji on Feb 12, 2015 10:57:00 AM


Welcome to our 'Chatting With Chatterji' series where our in-house Senior Account Manager, Nirav Chatterji, will be interviewing thought leaders within the adtech industry to get their thoughts on problems, solutions and trends within the ad space.

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Q4's Top Advertisers

By Jordan Kramer on Feb 11, 2015 2:45:00 PM


Crazy to think we're already halfway through the first quarter of 2015!  Time to take a look back at the top advertisers that kept up a strong digital advertising presence throughout the Q4 of 2014.  

See which brands started the new year with a bang here.

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Announcing January's Top Digital Advertisers I Infographic

By Jordan Kramer on Feb 4, 2015 1:12:00 PM


As we do every month, we just released the top digital advertisers by impression for January across desktop, mobile and video including direct buys.  Download all of the goods for free including the top 5 categories for each platform here.

Topics: Reports
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Super Bowl Surge - The Importance of Historical Data

By Sam Gansline on Jan 29, 2015 1:11:00 PM

In the digital advertising world, speed is the name of the game; millisecond bid responses, M&As left and right, and rapid fire acronyms that will make your head spin. Many times, I have joked that an ad tech year should be counted in dog years. 
 
In this swift, ever-changing, innovative world, we often overlook the importance of historical data. What creatives worked best and when? How were they served, direct v indirect, and what it cost/what was I paid? Numerous factors come into play, and because of the deep ocean of data we capture  as an industry including - cookies, clicks and conversions - much of this historical data is at our fingertips, or should I say paws, for analysis. 
 
This brings me to the Super Bowl, the super advertising extravaganza, where this year a 30 second commercial space will go for $4M ( Forbes). For many outside the advertising world, these commercials are the golden egg, stealing much if not all of the consumers' attention. Outside these commercials, massive budgets are spent on sponsored parties, product placement and everyone's favorite halftime events (YouTube is even hosting its own halftime show with YouTube stars). But what about digital? Online, we see what I like to call Super Bowl surge!
 
Much like Valentine's or Cinco de Mayo, the Super Bowl has a short but  powerful presence. Take a look at these well known Super Bowl advertisers and how they were advertising leading up to last years big game.
 
 
 
 
 
 
 
 
 
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Announcing December's Top Video Advertisers

By Jordan Kramer on Jan 28, 2015 12:00:37 PM


We have been softly launching video insights within our AdRoutes intelligence tool and are excited to announce December's top video advertisers*!  We will be including the top video advertisers in our monthly blog reports going forward.

To see (and download) all of the top 50 advertisers across desktop, mobile & video - click here.

Topics: Reports
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Big Money - December's Top Direct Digital Advertisers (Desktop)

By Sam Gansline on Jan 22, 2015 12:07:51 PM


For most of us, Q4 and December in particular, is the holy grail of digital advertising months. CPG brands are all systems go, promoting new goods at unbeatable prices. Major telecom is endorsing themselves as best value, while buying tons of ad space for their 'offer ends today' deal.   Meanwhile, the finance sector is sitting in the weeds, with a historical understanding of high consumer spending, reminding anyone with a bank account or credit card that, 'its ok to spend this month, but if you do, use our services.'

Unlike any other advertising industry, the digital space has the ability to buy and sell ad space based on endless parameters and metrics; location, age, gender, income, HHI, time of day... and the list goes on. Because of this capability, major brands spend big money to advertise to their target customer on the web, and on the page of their choosing. Right person, right place, right time, right ad, in other words.

As advertisers become more sophisticated in their buying strategy many of them choose to deal directly with publishers, negotiating at high CPM's for control of pristine ad space in pursuit of valuable readership eyes. The brands below are the top direct advertisers* (desktop only) for December.

Topics: Reports
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December's Top Mobile Advertisers

By Jordan Kramer on Jan 20, 2015 3:10:36 PM


Advertisers amped up their mobile game during the holidays to prepare for a purchasing influx shaking up the top 5 mobile advertiser rankings a bit. Amazon was the top mobile advertiser in November and fell to #22 in December, followed by Zulily (#2 November, #7 December) and Life Technologies Corporation (#3 November, #18 December).

See the top desktop advertisers here or download the top 50 advertisers across desktop, mobile & video here.

Topics: Reports
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December's Top Desktop Advertisers

By Jordan Kramer on Jan 19, 2015 11:27:00 AM


Happy New Year!  We are excited to start 2015 with the top digital advertisers for the month of December across desktop, mobile and now - video!  Keep an eye on our blog for all the details ;)

December's Top desktop advertisers saw a bit of a shake-up from November, the biggest being Life Technologies Corporation drop from #1 to #14 and Zulily's drop from #5 to #20.  See the Top 5 below or download the Top 50 here.

Topics: Reports
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November's Top Desktop Advertisers

By Jordan Kramer on Dec 15, 2014 12:08:53 PM


It's that time again! Every month, we release the former month's top advertisers across desktop & mobile including direct buys to keep you on your toes in the ever-changing digital advertising landscape.

November's top 5 desktop advertisers saw changes from October in ranking placement, but no new advertisers cracked the top spots.  The top 10 saw some new faces with  Sprint, Best Buy, Google & Ford Dealer Associations pushing out Dish Network, AT&T, Geico and Amazon (which fell from #9 to #41 from October to November).  Find the top 5 below or download the top 50 here.

Topics: Reports
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Top Cyber Monday Advertisers for 2014

By Nirav Chatterji on Dec 9, 2014 3:57:18 PM


Cyber Monday broke records this year with a 17% increase in online spending compared to last year bringing total online sales to just over 2B (comScore).  The top advertisers all fought for the valuable eyes...and dollars...of the digital world.  Below are the year's biggest winners, or you can download the list in its entirety here.

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Top 10 Cyber Monday Creatives 2014

By Nirav Chatterji on Dec 9, 2014 3:57:00 PM


Creative is the lifeblood of any campaign, especially during the biggest e-commerce day of the year.  Sprint topped our Black Friday list but this year's Cyber Monday Top Advertiser was Best Buy which explains them having the #2 & #3 creative by impression volume.  Sprint's influence from the shopping weekend carried over to claim the #1 top creative.  Download all of the top advertisers from the weekend here.

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Top 10 Black Friday Creatives 2014

By Jordan Kramer on Dec 9, 2014 3:57:00 PM


Another Black Friday has come and gone and we have the top 10 creatives by impression volume from the shopping holiday weekend.  Sprint came in as the #1 Black Friday advertiser for 2014 (see the top 5 here or download the top 50 here) and also took 4 out of the top 10 creatives.  T-Mobile ranked #8 overall and had 3 creatives in the top 10.

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The Battle for Cyber Monday Market Share

By Sam Gansline on Dec 9, 2014 3:56:44 PM


As another Cyber Monday has come and gone, the battle for conversions continues to grow each year. Last Monday, 12/1/14, total online purchases surpassed $2 billion for the first time in history (comScore). As we analyze the top advertisers from this monumental day in e-commerce, it’s no surprise that 3 of the top 10 digital advertisers fell into the retail category (see the top 5 in detail here or download the top 50 here). This year's e-commerce retailer offer included standard online purchases, option for in-store pick up, and even same day delivery when applicable, all vies to improve market share.

With enormous spend budgets, brands are all competing to reach the right consumer, in the right place, at the right time. But with all the noise seen online this past Monday, of these top retail advertisers who won the battle for the hungry Cyber Monday audience? 

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Top Black Friday Advertisers for 2014

By Jordan Kramer on Dec 9, 2014 3:56:00 PM


Everyone was fighting for a piece of the Black Friday pie this year but Sprint took the #1 spot as well as the #1 top creative by impression volume seen during the shopping holiday weekend.  Verizon dropped from #1 in 2013 to #6 this year making way for Geoffrey, LLC (Toys"R"Us), Gap, Ford & Target to jump in the Top 5.  See the top 5 below or download the top 50 here.

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American Express Company Top Desktop Advertiser for October

By Gabe Gottlieb on Nov 13, 2014 12:58:00 PM


Once again, the American Express Company took the #1 desktop advertising spot followed by Verizon and Capital One Financial Corporation rounding out the top 3.  Here is a look at American Express' desktop advertising activity over the month of October:

Topics: Reports
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Top Desktop Advertisers for October

By Gabe Gottlieb on Nov 11, 2014 11:28:14 AM



Announcing the Top Desktop Advertisers for October:

Topics: Reports
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October's Top Digital Advertisers

By Gabe Gottlieb on Nov 11, 2014 11:26:00 AM


Announcing the Top Desktop, Mobile & Direct Advertisers for the month of October!

Topics: Reports
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Top Direct Advertisers for October

By Gabe Gottlieb on Nov 11, 2014 11:25:43 AM



Announcing the Top Direct Advertisers for October across Desktop & Mobile:

 Top 10 Direct Desktop Advertisers

Topics: Reports
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Top Mobile Advertisers for October

By Gabe Gottlieb on Nov 11, 2014 11:23:44 AM



Announcing the Top Mobile* Advertisers for October:

Topics: Reports
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LowerMyBills Top Mobile Advertiser for September

By Gabe Gottlieb on Oct 29, 2014 4:44:46 PM


We recently released September's Top Digital Advertisers including the Top Mobile Advertisers across iPhone, Android & Mobile Web.  The Top Mobile Advertisers for September was LowerMyBills, Inc. - here is a look at their advertising activity during that time:

TOP CREATIVES:

DAILY IMPRESSION SHARE:

 

WHO IS LOWERMYBILLS BUYING IMPRESSIONS FROM?

TOP SITES:

Topics: Reports
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World Series Ads: Baseball Themed Creatives

By Gabe Gottlieb on Oct 29, 2014 9:30:20 AM


With the country turning its eyes to the world of baseball, advertisers are spending money on baseball themed creatives.  Four of the top ten direct advertisers on mlb.com featured these themed creatives as seen below.

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American Express Company Top Desktop Advertiser for September

By Gabe Gottlieb on Oct 28, 2014 1:57:00 PM


We recently released September's Top Desktop Advertisers and American Express took the #1 spot followed by Verizon and Capital One Financial Corporation rounding out the top 3.  Here is a look at American Express' desktop advertising activity over the month of September:

Topics: Reports
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September's Top Digital Advertisers

By Gabe Gottlieb on Oct 21, 2014 11:21:00 AM


Announcing the Top Desktop, Mobile, Direct & Moving Advertisers for the month of September!

Topics: Reports
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Top Direct Movers for September

By Gabe Gottlieb on Oct 21, 2014 11:07:00 AM



We recently announced the Top Direct Advertisers for September as a part of our new series of monthly reports covering the Top Advertisers.  Below is the August ranking of the Top 10 Direct Desktop & Mobile advertisers:

Direct Moves: Mobile
Topics: Reports
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Top Direct Advertisers for September

By Gabe Gottlieb on Oct 21, 2014 11:06:00 AM



Announcing the Top Direct Advertisers for September across Desktop & Mobile

 

Top 10 Direct Desktop Advertisers

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Top Desktop Advertisers for September

By Gabe Gottlieb on Oct 17, 2014 11:30:00 AM



Announcing the Top Desktop Advertisers for September:

Topics: Reports
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Top Mobile Advertisers for September

By Gabe Gottlieb on Oct 16, 2014 12:07:00 PM



Announcing the Top Mobile* Advertisers for September

Topics: Reports
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Top Desktop Advertisers August 2014

By Gabe Gottlieb on Sep 29, 2014 11:52:00 AM


 

Topics: Reports
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Top Mobile Advertisers August 2014

By Gabe Gottlieb on Sep 29, 2014 11:51:00 AM


Topics: Reports
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Progressive Insurance Named Top Mobile Advertiser of Q2