Pathmatics Expands Coverage, Introduces Mobile App Ad Networks

With employees located in over 30 countries across the world, Sensor Tower is a truly global company — and our solutions are built to reflect that. Over the past six months, our team has been working diligently to expand Pathmatics’ coverage to more channels and geographies than ever before. A truly robust understanding of the digital advertising landscape requires going beyond siloed data sources and fragmented reporting; Pathmatics offers interconnectedness. The ultimate goal? World domination — and we’re getting close. 

Since May, we’ve expanded coverage across six existing markets, and launched two entirely new countries never before seen on Pathmatics. But we’re not done yet; by the end of October, data for Switzerland, Belgium, and the Netherlands will also be available in-platform.

Here’s a look at what’s new and upcoming:

A few callouts here — beyond the extensive additions to our market repertoire, we’ve also added three entirely new channels: Mobile App Ad Networks,  Retail Media Networks, and Naver, a $3.6 billion social ad network native to South Korea . These new entries fill crucial gaps in visibility, and unlock vast sectors of the digital advertising space that can’t be ignored. 

Mobile App Ad Networks (‘Mobile Apps’ in the UI) are responsible for over $178 billion in global ad spend, and are consistently in the top five channels by spend across major tier countries. Brands can now track mobile in-app advertising across major ad networks such as Admob, Applovin, Unity, Pangle, and more, enabling them to compare spend and impressions against rivals, and develop a clearer picture of competitor strategy across channels. 

In tandem with our recently released Retail Media Insights (read about it here), these updates give clients a comprehensive perspective on the digital advertising landscape, supporting smarter campaign planning, competitive benchmarking, and creative strategy alignment. Furthermore, broader geographic and channel coverage allows clients to expand into new territories more easily, armed with greater confidence and a stronger strategic foundation. Smart budget allocation across countries and networks has never been more accessible. 

Behind the scenes, our team is constantly working to make Pathmatics more comprehensive, more useful, and more insightful — and each quarter we make progress towards those goals. We are laser focused on bringing in high quality data as quickly as possible, ensuring our clients are informed and equipped with the knowledge they need to not only reach their goals, but exceed them. 

Stay tuned for further updates as we move into Q4; we have some exciting things in the works.