Data Collection

Learn more about how Pathmatics delivers the most complete picture of the digital ad landscape possible

Collecting Our Panel Data

Pathmatics collects a sample of digital ads from the web. In order to report the most complete picture of the digital advertising landscape, we rely on two leading data sourcing technologies: panels and crawlers.

Mobile app panels

Our mobile app panels enable us to track ads served to global Facebook, US Instagram, US Twitter, US TikTok and US Snapchat mobile app users.

Each time each panelist is served a paid mobile ad on Facebook, Instagram, Twitter, TikTok and Snapchat, we are given details about the ad.

Desktop panel

Our desktop panel enables us to track the ads served to real US desktop users.

Each panelist has a Chrome extension installed on their browser and when they are shown an ad, we are given details about the ad.

CTV device panel

Our CTV panel enables us to track over-the-top (OTT) ads served to real US households watching various streaming services / apps (e.g., Hulu) on connected TVs (e.g., Apple TV), streaming boxes
(e.g., PlayStation) and streaming sticks (e.g., Roku).

Our panel is opt-in

Users organically discover and voluntarily opt-in to share data about the ads served to them on their
mobile device via free third-party apps; on their Chrome desktop browsers via free third-party Chrome extensions; and on their CTV devices.All participants are presented with a clear 'opt-inʼ explaining the benefits and data collected by their participation.

We value our panelists and use a diverse set of incentive programs to create a panelist community of
hundreds of thousands of participants.

We value privacy

Our panelists share their ad consumption data in a privacy safe manner; we are CCPA and GDPR
compliant. Our panels are managed by third-party partners who only provide us with ad data. Data from panelists is collected with safeguards to mask personally identifiable information (PII).

We never store, use, or report PII such as usernames, email addresses, passwords, retail transactions, or any other information that can be used to personally identify an individual.

Our panel is large and diverse

Our panels include hundreds of thousands of active users representing a diverse set of demographic
characteristics – which means they represent the diverse Facebook, Instagram, Twitter, TikTok, Snapchat, desktop, and CTV user populations across the biggest global spending regions.

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