Both Tapad and Drawbridge commissioned separate studies from Nielsen this year to verify how accurately they can detect a relationship between two or more devices, with Tapad coming in at 91.2% accurate and Drawbridge at 97.3%.
Although Crosswise CEO and co-founder Steve Glantz is pleased to have the Nielsen connection via Pereg, he’s a bit skeptical of the accuracy numbers being bandied about by its rivals.
“Everyone wants accuracy numbers, but the nature of the problem doesn’t even lend itself to one number,” Glantz said. “It’s always a trade-off between scale and accuracy.”
And for that, Crosswise has a formula. It takes Crosswise roughly 60 days to get up and running in a new country, Glantz said.
It’s a two-step process. The first step involves developing partnerships with regional players for access to a deterministic truth set. From there, it’s a matter of collecting and feeding observational data into the Crosswise algorithm and looking for patterns.
Crosswise runs independent models for every new market. It even ran a separate machine-learning model for each US state when it entered the country in 2014.
“We don’t have someone whose job it is to sit down and think about how people in New York behave differently from people in Texas, but we are always looking for signals about what correlates one device to another and that may be different in different states and certainly in different countries,” Glantz said.
Crosswise’s bread and butter is data, not media, so once the models are trained the operation pretty much runs itself with just a few people on the ground, Glantz said.
It’s a model Glantz believes should translate fairly smoothly to countries like Germany and France, Crosswise’s top two European targets.
China, however, is a different beast altogether. Among the many challenges: the need to build local relationships – but not always with whom you might think.
Partnerships with data juggernauts like Baidu or Alimama, Alibaba’s data and marketing services arm, might make sense, but so could potential partnerships with “companies that don’t want to see Alibaba and its login account data dominate,” Glantz said.
Glantz and team will look to one of Crosswise’s new investors, Beijing-based ZhenFund, for advice on which hands need shaking.
Crosswise plans to enter Germany and France this year, with China on the docket for early 2016.
Crosswise has 18 employees, 14 are whom are in technical and engineering roles. Glantz wants to grow the company’s employee headcount and diversity with an infusion of sales and marketing talent. A New York office is on tap, with plans to open a field office in each new country the company enters.