App analytics company Sensor Tower has acquired digital ad intelligence company Pathmatics, adding online ad intelligence to Sensor Tower’s existing app insights.
“We didn’t have really great data on a huge portion of advertising spend rates,” says Alexey Malafeev, CEO of Sensor Tower. He says clients would ask for insight on ad campaigns that didn’t run through mobile apps, something Sensor Tower was unable to provide. The questions are increasingly critical as media spending grows online, with digital advertising accounting for 58% of media spending in 2021, eclipsing all traditional media channels, according to eMarketer.
Pathmatics, which tracks ad and campaign performance using information from web crawlers, panel ad collection technologies and social media platforms such as Facebook, Instagram and Twitter, can now provide Sensor Tower customers with insight into online campaigns beyond apps. “We’ll be able to continue providing this data and analysis for a view that covers the whole digital market as opposed to the mobile piece only,” says Malafeev.