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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.

Recent Posts

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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