Data Collection

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

What We Capture

Devices/formats, ad formats, ad types, and sites/ad networks we collect

For display ads, our data capture technologies look for designated ad sizes: not by name but by standard size. We capture all IAB standard display and Rising Star display ad units.

Do capture Do not capture
  • Facebook mobile
  • Instagram mobile
  • LinkedIn mobile and desktop
  • Pinterest mobile
  • TikTok mobile
  • Snapchat mobile
  • X (Twitter) mobile and desktop
  • YouTube in-app, mobile and desktop video
  • YouTube display (e.g. homepage takeovers)
  • Desktop display
  • Mobile display
  • Desktop video
  • Mobile video
  • OTT / CTV video
  • Facebook desktop
  • Pinterest desktop
  • search
Ad formats
  • IAB standard display
  • Rising Star display units
  • pre-roll, mid- and post-roll, auto-play, click-to-play (desktop video)
  • pre-roll, click-to-play (mobile video)
  • pre-roll, mid-roll, post-roll content videos (Facebook mobile)
  • mid-roll, post-roll (mobile video)
  • native ads
Ad types
  • targeted ads
  • retargeted ads
  • click-to-play, user interaction required ads

native ads

Sites / ad networks
  • paywall or other login-required sites
    (e.g. The Wall Street Journal)
  • top ~12k US sites based on traffic
  • mobile video beyond, Facebook, Instagram, X, Snapchat, TikTok
  • in-app beyond Facebook, Instagram, X, Snapchat, TikTok
  • sites beyond ~12k+ US sites (20k+ globally)

Types of creatives we collect

Across devices/formats we capture most, but not all, creative types.

Do capture Do not capture
Creative types
  • paid mobile newsfeed posts
album note
carousel offer
event photo
link status
music video
  • Facebook Audience Network
  • messenger ads
  • story ads
  • feed posts (not captured)
canvas / instant experience
collection units
  • story posts
  • reels posts
  • sponsored posts
carousel photo
event status
link video
  • influencer activity
  • organic activity
  • stories tab ads
photo video
story spotlight
  • organic influencer campaigns
  • ads outside of stories tab
    filters collection ads
    lenses commercials
  • For You tab
  • boosted creator content
  • ads outside of for you tab
    branded hashtag challenge
    branded effects
X (Twitter)
  • promoted tweets
link status
photo video
  • promoted trends
  • promoted accounts
  • promoted tweets (not captured)
  • standard image
  • video
  • carousel
  • collections
  • idea
  • shopping
  • showcase
  • quiz
  • Amazon third-party ads
  • photo (single image)
  • video
  • carousel
  • document
  • event
  • job ads
  • skippable in-stream
  • non-skippable in-stream
  • bumper
  • Shorts
  • in-feed
  • outstream
  • masthead
desktop & mobile display, desktop & mobile video, OTT
  • HTML5
  • HTML5 animation
  • image (JPG and GIF)
  • in-banner video
  • video
  • custom units / ad sizes (e.g. custom takeovers)
  • native ads

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