Australia trading more ad inventory through programmatic than US says new data provider

Australian advertisers are buying nearly half of all digital advertising inventory through programmatic services, data from the new Nielsen and US-based Pathmatics alliance has revealed.

Nielsen and Pathmatics, a US company which provides display and mobile data to brands, agencies, publishers and adtech providers, launched their partnership last week which will deliver device-level insights into Australia’s digital ad market.

The digital spend data is collected using Pathmatics’ Pathsource technology which captures advertising activity on over 1,800 websites visited by Australian users and then married with Nielsen’s ad spend database and classified into over 1,000 advertiser categories. Pathmatics will also provide unique data on the programmatic market and identify campaigns bought directly from a publisher or through an ad exchange.

Perry