Drawbridge Releases Two New Products to Bridge the Gap Between Desktop and Mobile Advertising

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Company founded by former Google and AdMob scientist releases products to enable audience targeting for app installs and desktop-to-mobile retargeting

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Today Drawbridge, the leader in cross-screen mobile ad targeting, is debuting its two new products out of beta: Drawbridge for App Marketing and Drawbridge for Cross Device Marketing. Each uses Drawbridge’s unique algorithmic technology to bridge audiences across devices; over 200M users have been matched with their device, and this number is growing to 4M+ per day. This scientific approach to targeting and retargeting achieves higher ROI advertising on mobile.

     •    Drawbridge for Cross Screen Marketing moves beyond the app install. It allows marketers to run targeted mobile campaigns, either by retargeting customers who have visited their website or behaviorally targeting based on audience segments, intent types and interest profiles from leading data management platforms.
     •    Drawbridge for App Marketing helps developers find high-value, lifetime users for their applications. There are many platforms that drive installs for low costs; but Drawbridge looks beyond total installs to identify audience segments that deliver high value users to the developer. The startup’s platform includes a Post Conversion Event API that allows developers to optimize for any goal (revenue, transactions, levels played, etc.) in their acquisition campaign.

Drawbridge was founded by former Google/AdMob scientist, Dr. Kamakshi Sivaramakrishnan, with the goal of advancing mobile display advertising to the data-centric, scientific level that is necessary to solve the problem of cross-device targeting. Since Google wasn’t willing to tackle the issue, Dr. Sivaramakrishnan moved on and received $6.5M in Series A funding from Sequoia Capital and Kleiner, Perkins, Caulfield and Byers for Drawbridge this past May. Shortly after, top executives from Google and Yahoo! – Eric Rosenblum (VP, Product) and Paul Cushman (VP, Sales) – joined Drawbridge’s executive roster.

“Mobile targeting is one of the primary gates holding back mobile monetization. The approach that we took to solve this problem is to match users to their devices without the use of any personal identifiable information,” Dr. Sivaramakrishnan notes. “This is difficult to do, but we feel it is critical to be sensitive to users’ data. Having now worked with dozens of top tier clients who received much better ROI, we are ready to formally launch our products.”

Drawbridge is solving a huge problem: Desktop ad targeting works well because of client-side technologies like cookies, which were developed in the early 1990s. Cookies play a pivotal role in audience targeting, customer retargeting and attribution, and conversion tracking. There are no clear parallels to this in mobile, which makes audience targeting extremely difficult. Individuals get “lost” as they move from one device to another, leaving marketers unable to target a user on an iPad after having visited their site from a desktop.

“Our customers have been getting excellent results from Drawbridge’s products. They have shared data that shows Drawbridge is delivering a higher value audience,” Paul Cushman, VP of Sales, remarks. “Although the technology behind our platform is complex, the premise is simple for a marketer to understand: what works, across screens. Most marketers understand audience targeting, retargeting and customer lifetime value management, but we allow them to do this for the first time across devices.”

Drawbridge was founded by Kamakshi Sivaramakrishnan in November 2010. Dr. Sivaramakrishnan is an expert in machine learning and was responsible for optimization and targeting at AdMob, which was acquired by Google in 2010. She also holds a doctorate in information theory from Stanford University.

Advertisers and publishers interested in learning more about Drawbridge can visit http://www.drawbrid.ge.

About Drawbridge

Drawbridge has developed the first self-learning ad technology that leverages insights from cross-device behavior to enable advertisers and marketers to reach targeted mobile audiences. Drawbridge’s unique approach is built on a foundation of large-scale machine learning algorithms that correlate audience behavior across screens. Through its innovative technology, the company is able to gain insights and a much deeper understanding of mobile audience behavior than was previously possible. The company is located in Silicon Valley and is backed by Sequoia Capital, and Kleiner Perkins Caulfield and Byers. For more information, visit http://www.drawbrid.ge.

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Rebecca Grites
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