Drawbridge (company)
 | |
| Type of business | Privately held company |
|---|---|
| Headquarters | , United States[1] |
| Area served | Global |
| Founder(s) | Kamakshi Sivaramakrishnan J Ravi Menon |
| Key people | Kamakshi Sivaramakrishnan (CEO) Devin Guan (CTO)[2] Winston Crawford (COO)[3] Rahul Bafna (VP of Product)[4] Brian Ferrario (VP Marketing)[5] J Ravi Menon (Founding Engineer) |
| Industry | Mobile Advertising |
| URL | drawbridge.com |
| Launched | 2011 |
Drawbridge is a company in the programmatic advertising industry, operating out of San Mateo, California, USA. Drawbridge has built a cross-device advertising platform that specializes in using machine learning to match individuals across connected devices, including desktops, smartphones, tablets, and connected TVs,[6] in order to serve more relevant ads across devices.
History
Kamakshi Sivaramakrishnan, a former AdMob scientist, built the technology that allowed her to pair users to devices in late 2010 and formed Adsymptotic, which is now known as Drawbridge.[7] In 2014, the company announced support for video ads[8] and updated its analytics suite to gives marketers insights on multi-touch attribution and information on their audiences across devices.[9]
Technology
At a high level, Drawbridge probabilistically determines whether two devices are used by the same person by analyzing various events occurring on the devices and the attributes that those events yield.
In other words, Drawbridge observes a user's activities, primarily through the proxy of ads served to various devices (mobile device or desktop web), which gives them an ID. Since IDs are different across all the devices a user may interact with, Drawbridge then computes a confidence-score based on the likelihood that IDs from different sources belong to the same person or identity.[10]
Reception
Most mainstream media outlets have been fairly receptive to Drawbridge's pairing technology.[11][12] Predictably, technology focused media outlets have been borderline laudatory in their coverage[7] while some blogs have voiced concerns that the technology is invasive and could lead to breaches of privacy.[13]
Financials
Drawbridge has received funding from Sequoia Capital, and Kleiner Perkins Caulfield & Byers.[14]
References
- ^ "Contact Us".
- ^ "Drawbridge Challenges Scientific Community to Better the Accuracy of Its Cross-Device Consumer Graph", June 18, 2015
- ^ "Drawbridge Hires Apple Ad Executive to Track Users Across Devices", [The Wall Street Journal], July 13, 2015
- ^ "Drawbridge Hires Former Flurry Exec Rahul Bafna", [mobilemarketingmagazine], December 11, 2013
- ^ ad-tech-catalyst-160000931.html;_ylt=AwrTWVV2OupT2DQATi3QtDMD "Brian Ferrario", [finance.yahoo.com]
- ^ http://techcrunch.com/2014/11/07/drawbridge-connected-tvs/
- ^ a b Leber, Jessica. "Get Ready for Ads that Follow You from One Device to the Next", [MIT Tech Review], December 5, 2012
- ^ Ha, Anthony. "Drawbridge Says It Now Supports Video In Its Cross-Device Ad Targeting", [Techcrunch Review], April 3, 2014
- ^ Loechner, Tyler "Drawbridge To Update Analytics, Shines Light On Multi-Touch Attribution", [RTBlog], September 3, 2014
- ^ Sivaramakrishnan, Kamakshi. [1], [Drawbridge White Paper]
- ^ "Tracking adverts set to jump across gadgets", [BBC], December 7, 2012
- ^ Dredge, Stuart. "Drawbridge aims to solve 'cross-device' ad targeting problems", [The Guardian], May 11, 2012
- ^ "As Drawbridge rises, should the regulatory portcullis be lowered ?", [TelecomTV] December 10, 2012
- ^ Drawbridge- About Us