Pathmatics acquires WhatRunsWhere
Pathmatics, whose ad tracking is oriented toward enterprises, will remain separate as a brand and platform from WhatRunsWhere, which focuses on small agencies and brands.
Santa Monica, California-based Pathmatics allows enterprises to monitor their competitors’ advertising. WhatRunsWhere offers a similar service, but it’s targeted at small-and-medium-sized businesses (SMBs).
Today, Pathmatics announced that it has acquired WhatRunsWhere. Terms of the deal were not made public.
Both will retain their individual brands and their separate platforms. Pathmatics CEO Gabe Gottlieb told me that, eventually, the two backends will be integrated to some degree so software and data can be better shared, but that will be invisible to customers.