Data Processing

Learn how we transform raw data into insights for our customers and partners.

Ad Analysis

We build unique data insights for every ad we find by decomposing the delivery path (Ad Path), type, and size of the ad. In order to do so, we first analyze and organize the raw ad data. 

Crawler

Each time our crawlers discover an ad, we record details about each creative, including:

  • Site(s) / publisher(s) where the ad was served
  • Site(s) where the creative was sampled
  • Device/format (display, video, native, etc.)
  • Creative dimensions (height, width)
  • Date our crawler first identified the creative
  • Landing page URLs
  • Snapshot of the creative

Social App panel

Each time a panelist is served a paid Facebook, Instagram, or Twitter mobile app creative we record details about it, including:

  • Advertiser page that served the creative
  • Post type (image, video, carousel, etc.)
  • Date panelist first sees the creative
  • Landing page URLs
  • Snapshot of the creative
  • Post ID

Desktop panel

Each time desktop panelist is served a creative, we record details about it, including:

  • Site(s) where the creative was sampled
  • Device/format (display, video, native, etc.)
  • Creative dimensions (height, width)
  • Date panelist first sees the creative
  • Landing page URLs
  • Snapshot of the creative

Connected TV and Desktop OTT panel

Each time a connected TV user or desktop OTT panelist is served a creative, we record details about it, including:

  • OTT Streaming Service(s) where the creative was sampled
  • Video asset (mp4 or webm) of the creative
  • Video duration
  • Date panelist first sees the creative

These creative details enable us to: identify and count the number of creatives seen, report the path an impression took from advertiser to viewer (Ad Path), obtain data on the advertisers later used to categorize each creative, and ultimately estimate spend and impressions for each creative.

Ad Path & Direct vs. Indirect Ads

Pathmatics’ patented Pathsource™ technology collects and analyzes digital advertising activity, detailing the route by which each ad is bought/sold.

Pathsource™ monitors which ads are present on the page and identifies, in order, all of the intermediaries in an ad impression.

This not only enables us to report the partners in the journey an ad takes from advertiser to consumer but also helps us report on direct vs. indirect buys.

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