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Still super behind; they under report grossly on things like Programmatic. Would say on average about 20-30% more accurate than Kantar, which isn't saying much...
Pathmatics has more data viz options, but their methodology (especially with respect to FB spend) seems suspect.
Kantar works with advertisers and publishers to get more accurate rate info and also provides broadcast data. They also have a partnership with Pathmatics to pipe in social spend data. If the data viz of Pathmatics appeals to you, Kantar just beta tested a very similar interface. All in all, Kantar is making updates to speak to the few things that Pathmatics has on them, and is still the gold standard in competitive.
Super great for competitor audits, side by side comparisons and overall easier to get digital than with kantar
Spend is outrageously inaccurate but the creative, formats, and geo targeting details are interesting
It doesn’t work for B2B and you usually know how accurate it isn’t when you compare what Pathmatics says your brand spends to what you actually spend.
But, you can get your clients to spend more on media by showing what competitors spend. It puts the fear of god into them and it’s a little unethical, but so are most media companies, so you’ll probability get promoted for doing it