Pathmatics Acquires WhatRunsWhere

Tyrone Stewart


Digital advertising tracking platform Pathmatics have acquired WhatRunsWhere (WRW), a Canadian competitive intelligence service for online media buying.

WRW helps online and mobile advertisers ‘buy more intelligently, discover new traffic sources, and keep an eye on their competition’.

The terms of the acquisition were not disclosed, but the acquired company will continue to operate independently, retain its Toronto headquarters and its more than 500 clients will not be impacted.

In 2012, WRW itself acquired UK-based Mobile Ad Spy to expand its offering to mobile.

“The benefit of combining resources became obvious the more we learned about Pathmatics,” said Max Teitelbaum, WhatRunsWhere CEO. “Our team will now have additional and unique capabilities to serve our clients in new, exciting ways.”

Pathmatics says the acquisition will enable it to serve the entire advertising intelligence market regardless of their size, budget and commitment. It already delivers ad intel to larger enterprises to understand and respond to competitors’ advertising campaigns.

CEO of Pathmatics Gabe Gottlieb said: “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.”