SOURCE: Drawbridge, Inc.

Drawbridge, Inc.

September 16, 2014 09:00 ET

Drawbridge Provides Brands With Unified Solution for Attribution and Insights on Consumer Behavior Across Devices

SAN MATEO, CA--(Marketwired - September 16, 2014) -  Today Drawbridge, the leading cross-device technology company, announced the availability of Drawbridge Cross-Device Insights, a suite of reporting and analytics tools that provides advertisers with a complete view of the consumers they are reaching. These new tools offer insights on true cross-device campaign performance, including reach and attribution metrics. In a first for the industry, the Drawbridge Cross-Device Insights product is available to advertisers who run on inventory through any buy-side platform, including Drawbridge's own Cross-Device Platform.

"We see marketers wanting to move away from device-specific ad campaigns and adopt holistic strategies that reach individual consumers across all their devices," said Drawbridge VP Product, Rahul Bafna. "Drawbridge gives advertisers a comprehensive view of the consumers they are reaching and helps them understand their ROI at a consumer-level, rather than at a device-level."

In addition to detailing unified campaign performance metrics, such as spend, impressions, clicks and conversions across device types, the Drawbridge Cross-Device Insights suite includes:

  • Cross-Device Conversion Attribution - Allows advertisers to understand where consumers see ads and on which devices they actually convert through a tabular and funnel-view breakdown.
  • Cross-Device Reach & Frequency - Shows the number of unique users reached on phone, tablet or desktop, the overlaps of users who have been shown impressions on multiple devices, and the effects of cross-device reach on user interaction.
  • Audience Insights - Details demographic information by device at the campaign, ad-group or ad level.

"The idea of linking devices to consumers to both tell a story and measure conversion paths across devices is game-changing," said Nick Fairbairn, Senior Director, Acquisition Marketing at Provide-Commerce, whose online gifting brands include ProFlowers, Shari's Berries, Personal Creations and more. "Many ad tech and media companies claim to have cross-device solutions, but the fact is, most solutions can't do it at real scale. Drawbridge has done a great job unifying how we can reach and message users across devices, and telling us how many desktop or tablet conversions occurred from mobile ad exposure. Their reporting interface is slick and gives real value to ad exposure for conversions across devices and a true, unified view of our customers."

Provide-Commerce, an e-commerce gifting retailer always seeking progressive and innovative marketing tactics, was a beta customer for Drawbridge, investing in tests that would eventually yield strong return on ad spend for this early advertiser. "We are always on the forefront of digital technology, and we enjoy working with companies who see eye-to-eye with us on this front," added Fairbairn.

"Advertisers want to run smart, targeted cross-device campaigns and learn from the post-flight analytics, but until now, the ability to do so has been virtually nonexistent, and even within the Google and Facebook ad platforms, that capability is limited," said Drawbridge CEO Kamakshi Sivaramakrishnan. "Our mission is to democratize cross-device identity for advertisers throughout the entire programmatic ecosystem by providing a complete view of connected consumers. We are breaking down the walled gardens by offering our unified insights across all exchanges, including agency trading desks and other DSPs."

Drawbridge Cross-Device Insights is powered by the company's Connected Consumer Graph, which provides advertisers with visibility into how users interact with brands across devices along the path to purchase. Drawbridge's Connected Consumer Graph includes more than 1.1 billion consumers across 2.6 billion devices, including desktops, smartphones, and tablets.

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About Drawbridge
Drawbridge is the industry's leading cross-device technology company that enables brands to have seamless conversations with consumers across their connected devices, including desktops, smartphones, and tablets. By leveraging its Connected Consumer Graph, which includes 1.1 billion consumers across 2.6 billion devices to date, the company is able to gain insights and a much deeper understanding of consumer behavior to drive better ROI for advertisers -- from creating brand awareness to driving incremental sales. The company is headquartered in Silicon Valley and is backed by Sequoia Capital, Kleiner Perkins Caufield and Byers, and Northgate Capital. For more information visit http://drawbrid.ge.

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Contact Information

  • Drawbridge Contact
    Mike Murphy
    Communications Manager
    Drawbridge, Inc.
    Phone: 650.513.2323 x2005
    Email: mike@drawbrid.ge

    Drawbridge Headquarters
    2121 S. El Camino Real, 7th Floor
    San Mateo, CA 94403
    www.drawbrid.ge