Pathmatics Buys Online Media Analyst WhatRunsWhere

US-based online ad intelligence firm Pathmatics has acquired online media buying competitive intelligence service WhatRunsWhere.com (WRW). Terms of the deal were not disclosed.

WRW allows smaller operations and performance marketers to analyse what advertisers are doing online: where they are running ads, from who they are buying inventory, and which ads they are using. Four years ago, the company bought UK-based start-up Mobile Ad Spy, which tracked details of ads running on mobile web sites around the globe. Pathmatics' own services are used by larger enterprises to understand and respond to competitors' advertising campaigns. These services include insights into ad spending and impression estimates, specific formats and ad paths, as well as data on whether brands elected to employ an ad exchange, or buy ads direct from publishers. With the acquisition, Pathmatics says it can now serve the entire advertising intelligence market regardless of a firm's size or budget.

Following the buy, WRW will continue to operate its own product, while both teams internalize product development efforts. While current WRW President and co-founder Michael Cojanu will leave to 'explore new opportunities', its remaining six employees will become Pathmatics employees; and WRW will retain its Toronto headquarters and look to expand its internal product development team.

Gabe Gottlieb (pictured), Pathfinder CEO and co-founder, comments: 'Digital advertising is not just for big brands with big budgets. Small and mid-sized brands are also investing in online campaigns and need powerful tools to ensure their resources are being maximized. With our acquisition of WhatRunsWhere, Pathmatics is now able to serve all players in this market'.

Web sites: www.pathmatics.com and www.whatrunswhere.com .