The media services arm of Omnicom Group has extended its partnership with Pathmatics for the Middle East and Africa territory. This means that former’s clients will continue to have exclusive access to Pathmatics’s display and mobile ad insights.

“This extension to our global contract with Pathmatics is the latest development in our multi-tiered approach to enhancing our service offering in the region,” said Dimitri Metaxas, Regional Executive Director-Specialist Companies at Omnicom Media Group MENA. “It allows us to continue providing our clients with a real competitive edge in the digital space.”

Pathmatics specialises in opening up data sets obscured in the pathways between the demand and supply sides of the digital advertising marketplace. These ad paths have become more complex and involves multiple parties. This makes ad tracking increasingly challenging and requires more sophisticated forms of measurement.

Pathmatics’ solutions lets buyers, sellers and ad tech providers measure the efficiency of ad buys; discover buying and selling partners; and track impressions and spends with greater accuracy.

“It was natural for us to be part of their ecosystem,” said Gabe Gottlieb, co-founder and CEO of Pathmatics. “We look forward to breaking new ground together with Omnicom Media Group and advancing the digital agenda further.”