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Jordan Kramer

Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

Author's Posts

Brand of the Week: GAP Inc.

Jordan Kramer
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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Topics: Ad Strategy

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

Jordan Kramer
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.
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Topics: Reports

How to Effectively Restructure Your PPC Display Account in 4 Steps

Jordan Kramer

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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Topics: How to Build More Effective Ad Campaigns

Brand of the Week: Yum! Brands

Jordan Kramer
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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Topics: Ad Strategy

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

Jordan Kramer

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.

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Topics: Announcements

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

Jordan Kramer

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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Topics: How to Build More Effective Ad Campaigns

April's Top 5 Mobile Advertising Spenders

Jordan Kramer
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.
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Topics: Ad Strategy

Brand of the Week: Marriott International

Jordan Kramer
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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Topics: Ad Strategy

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

Jordan Kramer

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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Topics: Industry Trends, How to Build More Effective Ad Campaigns

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

Jordan Kramer

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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Topics: Ad Strategy

About Pathmatics

Pathmatics delivers video, display, mobile, tablet, & native ad intelligence to the worlds largest advertisers, agencies, publishers and ad tech providers. The company’s patent-pending PathSource Technology details the entire ad path a creative takes during the serving process, including all intermediaries. Pathmatics is headquartered in Santa Monica, CA and is backed by Upfront Ventures, BDMI and other leading venture funds.

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