Pathmatics said the funds raised from this round, which was co-led by consumer and market intelligence firm Mintel Group, will be used to fuel its growth as it unveiled a new brand identity.
The company also launched a new offering, Ad Graph, which provides interconnected insights to query, explore, and understand relationships and connections in digital advertising data.
Founded in 2011 and headquartered in Santa Monica, California, Pathmatics provides analytics products to the online display advertising industry. It is backed by Upfront Ventures, BDMI, and Baroda Ventures.
“As media consumption and dollars shift to a fragmented digital ecosystem, media buying decisions are increasingly complex. Pathmatics aims to be the source of truth in digital marketing intelligence by creating trust and transparency,” the company said.
Pathmatics CEO and co-founder Gabe Gottlieb said the company has been focused from the start on building a platform to “bring transparency to the digital marketing world”.
“Our rebrand and Ad Graph do a better job of communicating that. This industry has been too opaque, and we’re here to change it,” Gottlieb said.
SPH Ventures is the corporate venture arm of Singapore Press Holdings focused on investments in the consumer tech and media sector.
Mintel, on the other hand, is a global consumer, market, product, and competitive intelligence firm, delivering omni-channel media monitoring services and strategy expertise.
“Mintel Group’s continued investment in and partnership with Pathmatics is a key part of our ongoing growth strategy to provide expert analysis of the highest quality data and market research to help businesses grow,” said Mintel Americas CEO Jon Butcher.