The number of independent cross-device measurement firms continues to shrink as player after player is acquired. Last year Telenor snapped up Tapad, and Adelphic went to Time Inc. just this week.
Drawbridge, led by CEO Kamakshi Sivaramakrishnan, is the lone wolf in that space.
In this episode of the AdExchanger Talks, Sivaramakrishnan says her company's value proposition hasn't changed, even as smart TVs and the internet of things have made the technology job more complicated.
What has changed is that the company is increasingly chasing down opportunities outside digital media.
"Our position evolved from cross-device solutions for advertising and marketing to an identity-centric solution that has a much broader jurisdiction to impact not simply advertising and marketing but adjacent and distant categories all the way up to security authentication, risk and fraud," she said.
These categories will all benefit from a scalable solution for tracking the consumer journey across device touchpoints.
But Drawbridge is still very engaged with the ads marketplace too, positioning its data set as a "scale extension solution" to the rising number of identity-based solutions from walled gardens such as Google and Facebook.
Also in this episode: Drawbridge's evolving competitive set, the real impact of walled gardens and how Sivaramakrishnan builds culture.