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INTERNET | Internet Software & Services / Advertising, Sales & Marketing
pathmatics.com

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Founded Year

2011

Stage

Acquired | Acquired

Total Raised

$8.49M

About Pathmatics

Pathmatics offers online display advertising analytics services. The company provides a digital platform providing data on clients' competitors' ad strategies. The company offers various platforms including Pathmatics Explorer, Pathmatics Connect and Pathmatics Custom.

Pathmatics Headquarter Location

501 Santa Monica Blvd. Suite 301

Santa Monica, California, 90401,

United States

424-625-8512

Latest Pathmatics News

Despite vowing to fight ‘woke’ big tech, Ted Cruz’s Facebook spending boost creates ‘ethical quandary’

Jul 14, 2021

When he joined alternative social platform Parler last June, Texas Republican Senator Ted Cruz  decried the “power” that Facebook , Twitter, Google and YouTube use to “to silence conservatives and to promote their radical left-wing agenda.” But despite his complaints about “woke” corporations and Silicon Valley billionaires whose platforms monopolize public discourse, Cruz’s digital advertising tells a different story. He has spent hundreds of thousands of dollars on Facebook this year as he fortifies his supporter base in a perpetual slow-drip fundraising and list-building effort that looks far ahead to re-election or another presidential bid in 2024. “I can say unequivocally that Ted Cruz’s spending on Facebook is significantly more than it was last year,” said Kurt Luidhardt, vp and founder of The Prosper Group, which handles digital advertising for Cruz and specializes in providing digital advertising services for Republicans. “Facebook is where the eyeballs are,” he said. Luidhardt and the Cruz campaign would not share details on Facebook spending, though the campaign’s own Federal Election Commission reports indicate continued dedication to using digital media and advertising even during what is typically a political off-season. Ted Cruz for Senate spent just over $681,000 this year with Prosper Group. In April, Cruz declared his decision to no longer accept “woke money” from any corporate PAC, calling out firms including Coca-Cola and Boeing for left-wing virtue signaling. In an ironic twist, his  self-imposed blockade  on collecting donations from “woke corporations” is one reason his digital ad team is spending more on Facebook. The idea is to generate donations from “regular Americans, 25 bucks at a time,” said Luidhardt. “He’s an aggressive campaigner. He’s always looking to expand his base,” he added. ‘Metrics-driven’ Cruz reviews Facebook results Facebook ad spending by the Cruz for Senate campaign began an upswing in March once the platform lifted its temporary ban on election-related ads from political advertisers, then Cruz ads kicked into higher gear in May, according to data from Pathmatics, which tracks ads served across the web and in closed environments like Facebook’s site and mobile app to a panel of hundreds of thousands of people. Cruz spent an estimated $147,000 in May on the platform, up from $91,000 in April and $68,000 in March, per Pathmatics data. Spending by Cruz eased back in June to $91,000 on Facebook. The company estimates Cruz has spent $449,000 in total on Facebook this year. Pathmatics has only seen ads from Cruz show up on Facebook this year. “We are not seeing any spending for Ted Cruz anywhere else,” said Sarah Fleishman, director of digital marketing at the company. Both data from Facebook and Pathmatics show the majority of Cruz ads are being targeted to people mainly in Texas, Florida and California, though they’re also appearing in other states including swing states such as Ohio. “Facebook is still a great source for fundraising and building lists, so we have a lot of success there,” said Luidhardt, who said Cruz himself pays attention to the performance of his Facebook advertising. “He’s very metrics-driven,” he said of Cruz. Related

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Pathmatics Patents

Pathmatics has filed 9 patents.

The 3 most popular patent topics include:

  • Internet terminology
  • Data management
  • Social networking services
patents chart

Application Date

Grant Date

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Related Topics

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12/31/2019

4/6/2021

Social networking services, Web crawlers, Social media, Virtual communities, Internet terminology

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Social networking services, Web crawlers, Social media, Virtual communities, Internet terminology

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Pathmatics Web Traffic

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Page Views per User (PVPU)
Page Views per Million (PVPM)
Reach per Million (RPM)
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