Pathmatics, the marketing intelligence platform, today announced a $3M strategic investment from Mintel and SPH Ventures, launched a rebrand, and unveiled its Ad Graph.

As media consumption and dollars shift to a fragmented digital ecosystem, media buying decisions are increasingly complex. Pathmatics aims to be the source of truth in digital marketing intelligence by creating trust and transparency.

The company today announced: Strategic investment from Mintel and SPH Ventures- Mintel Group is a world leader in consumer, market, product and competitive intelligence, delivering omni-channel media monitoring services and competitive strategy expertise through Mintel - -Comperemedia. SPH Ventures is the corporate ventures arm of Singapore Press Holdings, Asia's leading media organization, which includes The Straits Times. Mintel and SPH Ventures join existing investors Upfront Ventures, BDMI, Baroda Ventures, Daher Capital, and Karlin Ventures.
Company and product refresh - Pathmatics revealed a new brand identity to better reflect the company's personality, values, and mission to turn the world's marketing data into actionable insights. The branding refresh comes on the heels of aggressive expansion of the company's go-to-market and marketing initiatives. Pathmatics is also changing the name of its flagship product, AdRoutes, to Explorer.
Ad Graph - With its Ad Graph, Pathmatics is continuing to bring greater transparency and simplicity to the market. The company's graph of interconnected insights makes it easy to query, explore, and understand relationships and connections in digital advertising data. To do this, Pathmatics goes beyond standard digital ad intelligence to provide unprecedented visibility into industry-wide data, creative, and competitors.
With the introduction of new branding and explanation of the Ad Graph, Pathmatics is continuing to deliver on its promise to provide the most comprehensive and accurate intelligence in digital marketing.

"From the start, Pathmatics has been focused on building a platform to bring transparency to the digital marketing world," said Gabe Gottlieb, CEO and co-founder, Pathmatics. "Our rebrand and Ad Graph do a better job of communicating that. This industry has been too opaque, and we're here to change it."

"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. The unique combination of marketing intelligence and competitive strategy analysis created by Pathmatics and Mintel Comperemedia delivers a powerful solution for today's increasingly diverse and challenging media market. We are excited to support Pathmatics on their journey to bring transparency to digital marketing," commented Jon Butcher, CEO Mintel Americas.

Pathmatics turns the world's marketing data into actionable insights. Marketers use it to uncover knowledge about the creative, spend, impact, targeting, and path of advertisements from across their industry, including competitive insights. It brings together display, social, video, mobile, and native advertising data, helping brands and agencies make better marketing decisions.

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.