Toronto-based WhatRunsWhere acquired by Pathmatics

Toronto-based WhatRunsWhere.com, which helps online marketers and advertisers track the success of their digital advertising campaigns, has been acquired by Santa Monica-based Pathmatics.

WRW targets small businesses and allows marketers to monitor their competition’s placements across the web and discover the most valuable sources of traffic. Pathmatics, for its part, is targeted to larger enterprises looking for more insight into ad spending, impression estimates, and understanding competitors’ ad campaigns.

Pathmatics said that it can now serve the entire advertising intelligence market regardless of size, budget, and commitment.

“WRW serves an impressive catalog of clients with a great product,” said Gabe Gottlieb, CEO of Pathmatics. “Recognized as a leading solution for SMBs and performance marketers, WRW presented a unique opportunity to immediately extend our reach beyond enterprise clients and attend to the entire advertising intelligence market with clients big and small.”

WRW will continue to operate its product while both teams internalize product development efforts. WRW president, Michael Cojanu, will explore new opportunities, while WRW’s remaining six-person team will become Pathmatics employees and work out of the Toronto office. Product development resources will now be shared between the two companies.

“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.”

The companies began exploring the idea of acquisition after both companies started referring clients to each other. Terms of the acquisition weren’t disclosed.

“WRW will remain a separate brand serving different clients,” said Gottlieb. “The only real transition will come in internalizing development resources to boost our product efforts as needed. Integration has already proved to be seamless.”

Jessica Galang

Jessica Galang

Jessica Galang is BetaKit's News Editor. Follow her on Twitter @jessicagalangg or send her pitches to jessica.galang@betakit.com.