Pathmatics
Pathmatics, a Sensor Tower subsidiary, provides omnichannel digital advertising intelligence — estimating ad spend, tracking creatives, and benchmarking competitive media strategies — for 2,500+ enterprise customers including brand marketing teams, agencies, publishers, and financial analysts across social, display, video, mobile, OTT/CTV, and retail media channels.
- Company typePrivate
- Founded2010
- HeadquartersSanta Monica, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Pathmatics does
Pathmatics is a digital advertising intelligence platform that provides visibility into how brands, agencies, and publishers allocate digital media spend. The platform estimates ad spend and impressions, tracks actual ad creatives, messaging, CTAs, audience profiles, and placements, and delivers competitive benchmarking including share-of-voice reporting, category rankings, and seasonal trend analysis across social (Facebook, Instagram, YouTube, TikTok, X, Snapchat, LinkedIn), display, video, mobile, OTT/CTV, and retail media networks. Its underlying technology combines first-party panel data from millions of opted-in users, automated web crawlers detecting creatives and placements, platform partnerships, and machine learning models that estimate spend and impressions. The platform serves 2,500+ enterprise customers, including brand marketing teams at consumer goods companies, media and creative agencies, publishers, financial analysts, and adtech professionals.
Pathmatics operates as a wholly-owned subsidiary of Sensor Tower following an acquisition that rebranded the product as 'Digital Advertising - Insights (formerly Pathmatics).' The company generates revenue through a SaaS subscription model with enterprise licensing and tiered access levels based on data scope, features, and team size; pricing is quote-based and not publicly disclosed. Go-to-market is consultative enterprise field sales with 'Request Demo' and 'Contact Sales' CTAs targeting marketing leaders at large organizations, supplemented by Sensor Tower cross-sell into the parent's existing mobile analytics customer base. The platform is complemented by a Retail Media Insights module covering Amazon, Walmart, and other retailer networks, with Linear TV coverage announced for early 2026 to extend beyond digital channels.
The company was founded in 2010 and is headquartered in Santa Monica, California, with 51-100 employees. Co-founders include Tom Lorimor (CTO) and Seth Demsey (Co-Founder/Advisor). Pathmatics previously raised approximately $7.7M across funding rounds from 2013 to 2018 and acquired WhatRunsWhere in November 2016 to expand display advertising intelligence capabilities.
Pathmatics firmographics
Firmographics- Name
- Pathmatics
- Legal name
- Pathmatics
- Website
- https://pathmatics.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Pathmatics, a Sensor Tower subsidiary, provides omnichannel digital advertising intelligence — estimating ad spend, tracking creatives, and benchmarking competitive media strategies — for 2,500+ enterprise customers including brand marketing teams, agencies, publishers, and financial analysts across social, display, video, mobile, OTT/CTV, and retail media channels.
- Ownership category
- akta.pro rank
Pathmatics industry classification
Industry- Product category
- Digital Advertising Intelligence
- NAICS
- Marketing Research and Public Opinion Polling (541910)
- SIC
- Services-Prepackaged Software (7372), Services-Advertising (7310)
- akta.pro primary industry
- Media Measurement, Attribution & Mix Modeling (MMM/MTA) (BPAFABAN)
Keywords
Where Pathmatics is headquartered
LocationHeadquarters
- HQ city
- Santa Monica
- HQ country
- United States
- HQ region
- North America
Markets served
Pathmatics business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription - Digital Ad Intelligence Platform: Pathmatics operates as a subscription-based SaaS platform providing access to digital advertising intelligence data. The platform is offered as part of Sensor Tower's product portfolio, suggesting enterprise subscription licensing with tiered access levels based on data scope, features, and team size.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Pathmatics product offering
Product offeringCore offering
Pathmatics provides an omnichannel digital advertising intelligence platform that delivers visibility into how brands, agencies, and publishers allocate digital ad budgets across channels. The platform offers ad spend and impression estimates, creative intelligence, competitive benchmarking, and share-of-voice reporting across social, display, video, mobile, OTT/CTV, and retail media networks using a hybrid methodology combining first-party panel data, automated web crawlers, platform partnerships, and machine learning models.
Product overview
Pathmatics by Sensor Tower is an omnichannel digital advertising intelligence platform consisting of the core Pathmatics platform, a Retail Media Insights add-on module, and an announced Linear TV expansion (early 2026). The core platform provides competitive advertising intelligence across social (Facebook, Instagram, YouTube, TikTok, Twitter/X, Snapchat, LinkedIn), display, video, mobile, desktop, and OTT/CTV channels. Data collection combines first-party panel data, automated web crawlers, platform partnerships, and machine learning models to estimate ad spend and impressions. The Retail Media Insights module extends coverage specifically to retail media networks. The platform serves 2,500+ enterprises including brand marketing teams, agencies, publishers, and competitive intelligence professionals, with use cases spanning competitive analysis, creative strategy, media planning, share-of-voice reporting, and seasonal trend analysis. Data exports are available in PDF and CSV formats.
Differentiator
Problem solved
Functional benefit
Products and services
- Pathmatics (Core Platform) Omnichannel digital advertising intelligence platform providing visibility into ad spend, impressions, creatives, placements, and competitive strategies across social (Facebook, Instagram, YouTube, TikTok, Twitter/X, Snapchat, LinkedIn), display, video, mobile, desktop, OTT/CTV, and programmatic channels. Used by brand marketing teams, agencies, publishers, competitive intelligence teams, financial analysts, and adtech/martech professionals.
- Retail Media Insights Specialized module providing visibility into Retail Media Networks, enabling brands to analyze how competitors invest in retail media advertising and which strategies are driving results across platforms like Amazon, Walmart, and other major retailer networks.
Quantifiable outcome
- US digital ad spend reached $137 billion in 2025 with over 16 trillion impressions (State of Digital Advertising 2025 report)
Companies that use Pathmatics
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles3 records
Pathmatics technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature5 records
Pathmatics partnerships and signals
Strategic signalScale indicators1 record
Recent moves1 record
Expansion highlights5 records
Pathmatics competitors and assessment
Company assessmentDirect peers
- MediaRadar: MediaRadar is a direct competitor providing cross-channel ad spend, creative, and competitive intelligence to brands and agencies. Both platforms offer spend estimation, creative tracking, and share-of-voice reporting across digital channels, serving the same enterprise marketer persona.
- Similarweb: Similarweb is a direct competitor in digital intelligence, offering traffic, engagement, and advertising data for brands and publishers. Both companies provide competitive advertising intelligence and serve enterprise customers with subscription-based insights, though Similarweb is broader in scope (web/app traffic) while Pathmatics specializes in ad spend.
- SpyFu: SpyFu is a direct competitor focused on competitive search and PPC advertising intelligence. While SpyFu is more search-centric and serves a broader SMB market, both platforms provide ad spend estimates, competitive keyword/creative insights, and subscription-based ad intelligence to marketers.
- Adbeat: Adbeat is a direct competitor providing display and native advertising competitive intelligence, including spend, placement, and creative data. Both platforms serve agencies and brands looking to monitor competitor media buying across digital channels.
Broad incumbents
- Nielsen (Ad Intel): Nielsen is a broad incumbent in advertising measurement with its Ad Intel product tracking ad spend across TV, digital, and print. Nielsen serves a similar enterprise audience (CMOs, agencies, financial analysts) with ad intelligence but at significantly greater scale and with first-party data advantages.
- Kantar (Media): Kantar is a broad incumbent providing media monitoring, advertising intelligence, and competitive analysis to global brands and agencies. Both companies address marketer demand for ad spend visibility and creative intelligence, though Kantar operates at much larger scale with broader research capabilities.
Emerging players
- iSpot.tv: iSpot.tv is an emerging player specializing in TV and video ad intelligence with real-time creative measurement. While Pathmatics is broader across digital channels, iSpot is a strong peer in the overlapping OTT/CTV and video ad measurement space, especially given Pathmatics' announced Linear TV expansion.
- DoubleVerify: DoubleVerify is an emerging player in ad verification and measurement, providing ad performance and fraud detection data. While DoubleVerify is more verification-focused, both companies serve enterprise advertisers needing visibility into digital ad delivery and creative performance.
- SEMrush: SEMrush is an emerging player in marketing intelligence with a broader SEO/SEM focus, but its advertising research tools overlap with Pathmatics' competitive analysis capabilities. Both platforms serve digital marketers with paid media intelligence and competitive benchmarking.
Others
- Sensor Tower (parent): Sensor Tower is Pathmatics' parent company and platform, providing complementary mobile app and digital intelligence. While not a peer in the competitive sense, the integration means Sensor Tower's broader product roadmap directly shapes Pathmatics' go-to-market and adjacent capabilities.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Pathmatics social profiles
Digital presencePathmatics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pathmatics leadership team
Management profileNumber of profiles
Profiles5 records
Pathmatics funding detail
Funding detailFunding overview
Funding rounds4 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pathmatics M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pathmatics
What does Pathmatics do?
Pathmatics provides an omnichannel digital advertising intelligence platform that delivers visibility into how brands, agencies, and publishers allocate digital ad budgets across channels. The platform offers ad spend and impression estimates, creative intelligence, competitive benchmarking, and share-of-voice reporting across social, display, video, mobile, OTT/CTV, and retail media networks using a hybrid methodology combining first-party panel data, automated web crawlers, platform partnerships, and machine learning models.
Is Pathmatics a public or private company?
Pathmatics is a private company. It is classified as corporate owned and is currently operating.
When was Pathmatics founded?
Pathmatics was founded in 2010. It employs 51 to 100 people.
Where is Pathmatics based?
Pathmatics is headquartered in Santa Monica, United States, in the North America region.
How does Pathmatics make money?
One revenue line is on record: saaS Subscription - Digital Ad Intelligence Platform.
Who are Pathmatics's main competitors?
Direct peers on record are MediaRadar, Similarweb, SpyFu and Adbeat. Broad incumbents are Nielsen (Ad Intel) and Kantar (Media). Emerging players are iSpot.tv, DoubleVerify and SEMrush. Sensor Tower (parent) is listed as an others.
Does Pathmatics have an API?
No public API is recorded for Pathmatics.
What industry is Pathmatics in?
Pathmatics's product category is Digital Advertising Intelligence. Its primary akta.pro industry code is BPAFABAN, Media Measurement, Attribution & Mix Modeling (MMM/MTA). Its NAICS code is 541910 and its SIC code is 7372.