SANTA MONICA, Calif. (PRWEB)December 17, 2018 - Pathmatics, the marketing intelligence platform, and Neustar, the leading trusted, neutral provider of unified marketing intelligence, today announced a partnership to augment Neustar’s marketing mix modeling capabilities in digital, and support new techniques in predictive modeling. Neustar will integrate Pathmatics’ powerful ad intelligence data with the aim of helping marketers best allocate investments across social, video, display, mobile, and native advertising. Neustar will incorporate granular share of voice metrics into its industry leading marketing mix modeling solution.
As marketing budgets increasingly shift to social media platforms and digital, more brands and agencies need to track share of voice (SOV), or a brand’s share of impressions and spend relative to their competitors in a given media category. Companies using Neustar’s marketing mix modeling solution, now powered in part by Pathmatics data, will be able to better plan how to target audiences on digital and allocate ad spend for optimal performance.
“It’s challenging for marketers today to pinpoint exactly which channels, segments and strategies contribute to the highest ROI,” said Michael Schoen, General Manager, Marketing Solutions, Neustar. “We continuously evaluate the data we’re using to help understand spend trends across all media including digital advertising. Pathmatics provides the deepest and most accurate digital marketing data in the industry. By leveraging Pathmatics’ data, Neustar’s marketing mix modeling continues to be unparalleled in its ability to help brands and agencies confidently evaluate ad spend and create the best marketing campaigns to get results.”
“We give marketers and advertisers an extensive snapshot of the digital ad metrics on their brands, competitors, and entire industries,” said Gabe Gottlieb, Co-Founder and CEO, Pathmatics. “Integral to this is trusted, transparent analytics. By partnering with Neustar, we’re enabling marketers leading the charge in their respective industries to better understand and predict exactly how their campaigns will perform.”
For more information on the Pathmatics and Neustar solution, register here to attend the upcoming webinar on Wednesday, January 23 focused on “Best practices in incorporating digital share of voice in your marketing mix models.”
Media Contact
Amanda Shareghi
Sling & Stone for Pathmatics
831 818 2893
amanda(at)slingstone.com
About Pathmatics
Pathmatics turns the world’s marketing data into actionable insights. As consumption rapidly shifts to digital, media decisions have become too complex and opaque. The Pathmatics marketing intelligence platform creates trust and transparency, giving visibility into the digital ad performance of brands, their competitors, and entire industries. It brings together display, social, video, mobile, and native advertising data, helping users to optimize media and marketing decisions. Brands and agencies get access to the creative used by all advertisers, spend and impression data, and path from publisher to viewer. This empowers them to minimize waste from their budgets, better position their marketing, and predict the next moves of their competitors. Pathmatics data powers Nielsen’s digital ad intelligence offering, Kantar Media’s Facebook intelligence, and is used by agencies like Mindshare, Mediacom and Possible. Pathmatics was founded in 2011 and is headquartered in Santa Monica, California, and is backed by Upfront Ventures, BDMI, and Baroda Ventures.
About Neustar
Neustar, Inc. is a leading global information services provider driving the connected world forward with responsible identity resolution. As a company built on a foundation of Privacy by Design, Neustar is depended upon by the world’s largest corporations to help grow, guard and guide their businesses with the most complete understanding of how to connect people, places and things. Neustar’s unique, accurate and real-time identity system, continuously corroborated through billions of transactions, empowers critical decisions across our clients’ enterprise needs. More information is available at https://www.home.neustar.