Digital marketing intelligence platform Pathmatics has announced an expansion of its coverage of social advertising data across the UK and Germany. Through Pathmatics Explorer, the company’s flagship product, users will now have greater visibility into over 10,000 Facebook advertisers on opt-in panel-based Facebook data in the UK and Germany, including ad creatives, impressions, spend, and targeting, dating back to 1 January, 2017.

The tool  gives users an insight into the history of other organisations’ spending activity on Facebook ads in order to inform their own strategy.

Pathmatics’ expansion to the UK offers geographic breakdown of ad spend by country across England, Scotland, Wales, and Northern Ireland, as well as city-level data for London, Birmingham, Manchester, Leeds and Glasgow. Through the Pathmatics platform, UK-based users also have the ability to access US, Canadian and German Facebook advertising data.

“Pathmatics has been a source of truth for digital spend across desktop, mobile and social advertising in the US,” said Pathmatics CEO Gabe Gottlieb. “With our recent expansion to Canada and now the UK, as well as Germany, we are committed to helping global brands and marketers have absolute visibility into the digital marketing ecosystem. This includes helping to understand competitors, so our customers can fine-tune their ad strategies and develop the optimal marketing mixes for their businesses or for their clients.”

According to a Digital Ad Spending 2019 UK report from eMarketer, digital is driving the majority of ad spend (66.4 per cent of the total ad market) in the UK, with advertisers spending £14.73bn on digital ad formats this year – an 11.2 per cent increase over 2018. Pathmatics data reveals that the top UK industries allocating Facebook ad spend in the past year are: Retail; Food & Drink; Style, Fashion & Beauty; Financial Services; and Travel, respectively.

Pathmatics data also reveals that the top UK advertisers on Facebook across all categories over the last 12 months (August 2018 to August 2019) by total spend include: Microsoft, Huel, Tesco, Nestle, Proctor & Gamble, Vodafone, Sainsbury’s, Priceline Group, Unilever, and Amazon.

As of September 2019, Pathmatics social tracking currently reports on Facebook advertising in the US, Canada, United Kingdom, and Germany. Additional social platforms tracking and regions are planned for the coming year.