Serial ad tech entrepreneur Kamakshi Sivaramakrishnan founded two startups roughly a decade apart, both for a similar reason: making data available across the enterprise in a way that’s also respectful of the consumer.
Data clean room startup Samooha wants to make it easier for marketers who don’t have a data science background to securely access and share data regardless of where it sits. Because the dirty secret about clean rooms is they can be rather difficult for nontechnical people to use.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Europe? More Like ‘You’re Out’ In 2018, a handful of American ad tech startups abandoned the EU when their services became (more likely than not) verboten. Drawbridge, for instance, left Europe when it became clear that regulators had cross-device graphs in their crosshairs. […]
In late May 2019 – one year after GDPR went into effect – European identity solutions provider Roq.ad decided to delete all of its data and rebuild its cross-device graph from scratch to make sure it only dealt in consented data as defined by the law.
Industry insiders were largely puzzled when LinkedIn said it would buy cross-device linkage company Drawbridge in May. LinkedIn buried the announcement in a blog post, and the LinkedIn-Drawbridge synergies weren’t obvious, so it made sense to assume the purchase was either an acqui-hire or a fire sale. But, according to two AdExchanger sources, LinkedIn paid […]
On the surface, LinkedIn’s plan to acquire cross-device data company Drawbridge may seem like a head scratcher. What does a B2B social network want with a probabilistic cross-device vendor? The deal creates potential for LinkedIn’s marketing products that go beyond Drawbridge’s existing technology assets. If LinkedIn wanted access to an identity graph, it could have […]
LinkedIn is buying Drawbridge. The acquisition was announced quietly on Tuesday via a mere mention buried in a blog post, and the deal price was undisclosed. The deal is expected to close by the end of June. Drawbridge CEO Kamakshi Sivaramakrishnan and CTO Devin Guan are coming aboard, although LinkedIn declined to share which other […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Kevin Mullen, head of international at Drawbridge. Cable TV in the United States is easy to pick on. It’s expensive, we have thousands of channels we pay for but don’t watch, and the untargeted […]
Drawbridge is one of the cross-device OGs, but it’s in the midst of a pivot. The company revealed $15 million in new financing on Monday from existing investors Sequoia, Kleiner Perkins and Northgate. The money, which brings Drawbridge’s total funding to $70 million, will be immediately invested into a product road map focused on non-advertising-related […]
Drawbridge, one of the last major cross-device indies, is selling its US media business to location data platform Gimbal, shutting down its self-serve ad platform and getting out of the advertising biz, AdExchanger has learned. Drawbridge’s media team and the company’s entire book of managed business is transferring to Gimbal. Both companies declined to share […]
The cross-device identity company Drawbridge abandoned its advertising business in the EU and is trying to reconcile its data business with GDPR regulations beginning in May. Drawbridge founder and CEO Kamakshi Sivaramakrishnan confirmed the company’s reversals in Europe in an email to AdExchanger. Drawbridge will transition its EU partner services to the company’s New York […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Sanjay Agarwal, vice president of engineering at Drawbridge. In the ad tech ecosystem before OpenRTB, proprietary protocols caused long integration cycles, more code complexity and maintenance and custom logic for […]
The mobile app Ibotta, which offers users cash back on purchases from retail and brand partners, is turning its receipt verification system into an in-store attribution tool. Ibotta users can link a loyalty card account or upload a picture of a store receipt to get cash back on products for which it offers discounts. But […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Dini Mehta, vice president of US at Drawbridge. TV as an advertising medium is much like the film “La La Land” – it hearkens back to a golden era, is heavily choreographed, is backed […]
Drawbridge is letting brands get their hands dirty with cross-device data. On Monday, the cross-device company launched self-serve functionality that lets ad buyers see how their buying choices affect what sort of identity graph they get on the other side. The goal is to give advertisers more control so “they can really see how this […]
Cardlytics, which helps advertisers like Starbucks activate audience data from bank partners like Bank of America, Citibank and PNC, is working with Drawbridge to assess how cross-device exposures affect online and in-store purchases. Drawbridge is the first cross-device platform to access Cardlytics Measurement, a tool that gauges metrics like average basket size and the view […]
The money keeps flowing to cross-device, and Drawbridge is the latest beneficiary, picking up $25 million in Series C on Thursday, led by Sequoia Capital. The new round brings Drawbridge’s total funding to $45.5 million since it was founded in 2010. The company will use a portion of its Series C to pursue more licensing […]
Walled gardens – everybody’s got ’em. In the US and most of Europe, it’s the usual suspects. In China, it’s what the cognoscenti refer to as the “BAT” companies: Baidu (think Google), Alibaba (think Amazon) and Tencent (think Facebook). And it makes cross-device quite the challenge. Although the BAT companies “all have cross-device applications which […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Kamakshi Sivaramakrishnan, founder and CEO at Drawbridge. When we think of “emerging devices,” images of smartwatches and quirky Internet-of-Things devices typically come to mind. With omnichannel marketing and multitouch attribution becoming more commonplace, however, […]
Acxiom’s data onboarder LiveRamp hopes to solve the thorny problem of identity – thorny because consumers have thousands of different identifiers. LiveRamp – which Acxiom now refers to as its Connectivity unit, but we’ll refer to as LiveRamp for the purpose of simplicity – has a solution to accomplish that using deterministic identifiers. On Thursday, it announced a partnership […]
Want to track across devices? Then you’re going to have to enter the walled gardens of Google and Facebook. But the open ecosystem is working hard – and working together – to catch up. It’s in this spirit that MarketShare launched Monday a “Consortium for Cross-Device Measurement,” which for now includes Drawbridge, Crosswise, Tapad and […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Azad Jacobs, head of business operations at Drawbridge. Marketers increasingly and understandably want paid media to be viewable, and with that desire comes the need for third-party measurement and validation. […]
The realm of brick-and-mortar retail data has been steadily absorbed by digital technology in recent years, and that trend took another step forward on Wednesday with the launch of the Cross Device Marketplace by Placed, an in-store attribution firm. While Facebook and Google have put considerable effort into developing retail-specific solutions, Placed founder and CEO […]
Drawbridge has measurement on the mind. The probabilistic cross-device platform rolled out new reporting functionality Tuesday designed to peel away a few more layers of the attribution onion, including reporting around multitouch and cross-device path to conversion. Rather than giving each ad equal weight, Drawbridge is instituting time-weighted attribution on a sliding scale, in which […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Rahul Bafna, vice president of product management at Drawbridge. The biggest opportunities for brands and advertisers still live offline. People may be using the Internet more than ever before, but […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Kamakshi Sivaramakrishnan, founder and CEO at Drawbridge For the past five or six years, we’ve been told that it will be the “Year of Mobile.” Not this year. With companies […]
Drawbridge sees itself as the democratizer of cross-device identity. “We’re the folks that provide cross-device connectivity for inventory that isn’t on Facebook and we do it without PII,” said Nimeshh Patel, Drawbridge’s VP of Europe, the Middle East and Africa. Headquartered in San Mateo, Calif., Drawbridge – whose technology analyzes various non-personally identifiable data points, […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Devin Guan, vice president of engineering at Drawbridge. In the weeks since Apple previewed iOS 8 in June, there has been a lot of talk in the digital advertising industry […]
Want to see a marketer rip out her hair? Ask her to begin identifying consumers across devices. It’s not an easy thing to do, but vendors have been building tools to help. When Experian Marketing Services acquired 41st Parameter last October, it also got the latter’s subsidiary, AdTruth. AdTruth’s core product is the AdTruth ID, […]
Solutions that analyze various data points such as device types, location data from an ad request, operating systems and other data to evaluate matches between users and devices are gaining traction. For instance, AdMobius, which offers probabilistic solutions, is rumored to be an acquisition target. But pinning down the accuracy rate of probabilistic solutions continues […]
