Pathmatics Inc., the Santa Monica-based digital advertising software developer, announced Oct. 25 a $3 million investment from British marketing agency Mintel Group Ltd. and SPH Ventures, the venture capital arm of Asian media firm Singapore Press Holdings Ltd.

Mintel and SPH Ventures joined existing investors including capital firm Upfront Ventures, also based in Santa Monica, alongside Brentwood-based Karlin Ventures and Baroda Ventures, located in Beverly Hills.

In addition to announcing the funding, Pathmatics introduced its new Ad Graph platform for businesses, designed to consolidate Pathmatics advertising data and allow users to analyze their own company marketing as well as competitor activity.

“Mintel Group’s continued investment in and partnership with Pathmatics is a key part of our ongoing growth strategy to provide expert analysis of the highest quality data and market research to help businesses grow. The unique combination of marketing intelligence and competitive strategy analysis created by Pathmatics and Mintel Comperemedia delivers a powerful solution for today’s increasingly diverse and challenging media market,” said Jon Butcher, Mintel Group chief executive. “We are excited to support Pathmatics on their journey to bring transparency to digital marketing.”

Tech reporter Samson Amore can be reached at [email protected] or (323) 556-8335. Follow him on Twitter @samsonamore.