Pathmatics, a leading marketing intelligence company, today announced that it has been acquired by SaaS mobile analytics company Sensor Tower with a growth investment from Riverwood Capital for an undisclosed amount. Through this agreement, the companies will combine Pathmatics’ paid digital and social media platform with Sensor Tower’s mobile app and publisher analytics platform to offer the largest footprint of digital advertising and mobile intelligence in the enterprise market. With this addition, Sensor Tower will be uniquely positioned to provide insights into the entire digital ecosystem including expanding Pathmatics’ global market coverage and launching new insights for TikTok and Snap, powered by Sensor Tower.
The announcement comes at a time of substantial growth for Pathmatics. Since its launch in 2011, the company has become a leading business intelligence layer for the digital economy, seeing over 100% growth year-over-year in its brand vertical SaaS business in 2020. Pathmatics has become a vital resource for the digital marketing industry, providing increased visibility into corporate activity and spend in the broader advertiser landscape. The company now counts over 250 brands, media, and advertising agencies as customers, and more than 7,000 users of its platform, accounting for over 200% SaaS growth since 2018.
“Our goal since day one has been to turn the world’s digital data into trusted and actionable insights. Joining forces with Sensor Tower is a step that will fast-forward our efforts in reaching that goal,” said Gabe Gottlieb, Co-Founder and CEO of Pathmatics. “Pathmatics has provided insight for the ever-changing digital and social media landscape, and we’re thrilled to expand our global footprint with the addition of mobile app analytics to customers.”
According to eMarketer, digital advertising has grown to account for 58% of media spending in 2021, eclipsing all traditional media channels. Last year, as the world moved indoors and began operating fully online, advertisers spent over $368 billion on digital advertising globally, a 12.7% increase from 2019. Sensor Tower data shows that the most prominent brands in key categories such as food delivery, learning, and wellness increased their share of impressions on the largest mobile ad networks by up to 225% as smartphone and tablet use surged during the pandemic.
As more commerce and advertising activity shifts to digital and mobile, Pathmatics and Sensor Tower have revealed a joint mission to be the strategic partner for trusted and actionable insights in the digital economy. Along with industry-leading insights, the companies share a commitment to protect and uphold privacy protections for panel and end-users.
“We are very excited to bring Pathmatics into our suite of data and product offerings,” added Sensor Tower CEO and Co-Founder Alexey Malafeev. “Pathmatics’ reputation for providing panel-based insights and analytics to their customers fits in perfectly with what we offer our clients through Sensor Tower.”
“As the global economy increasingly shifts to digital, it’s imperative that companies can understand and navigate the entire digital landscape (from mobile to web and desktop), using accurate and insightful data,” said Ramesh Venugopal, Principal at Riverwood Capital. “The combination of Sensor Tower and Pathmatics presents a unique and valuable offering to customers allowing them to take advantage of a broad range of datasets with increased focus on consumer privacy and deep digital insights that leaders in every industry will need.”
Pathmatics and Sensor Tower will bring to market new solutions including:
- New social insights for TikTok, YouTube mobile, and Snap
- Digital TV (OTT) insights
- Global expansion of social and digital coverage for Pathmatics Explorer
- Expanded coverage for mobile app ad insights
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