Mintel Joins Pathmatics Investment Round

Online ad intelligence firm Pathmatics has raised $3m in a round of funding led by consumer intelligence provider Mintel and investment firm SPH Ventures. The firm has also launched a tool called Ad Graph, while changing the name of its flagship product from AdRoutes to Explore.

Pathmatics' technology analyzes digital advertising activity and delivers real-time intelligence to advertisers, agencies, publishers and ad tech providers. Uses include monitoring a competitor's online spending, identifying pitfalls in campaigns, and responding to market trends, all via a self-serve dashboard. Last year, the company added social media ad tracking to its platform, powered by data continuously collected from an opt-in panel of mobile users.

The new Ad Graph tool helps users explore, and understand relationships and connections in digital advertising data, including analysis of their own company marketing and of competitor activity.

Commenting on the funding round, Jon Butcher (pictured), CEO Mintel Americas, said: 'Mintel Group's continued investment in and partnership with Pathmatics is a key part of our ongoing growth strategy to provide expert analysis of the highest quality data and market research to help businesses grow. We are excited to support Pathmatics on their journey to bring transparency to digital marketing'.

Web site: www.pathmatics.com .