Cross-Device Advertising Myth #4: The Path to Purchase is Unclear

pathDrawbridge CEO Kamakshi Sivaramakrishnan recently busted five myths about cross-device advertising. We’re expanding on her presentation in this five-part series of blog posts.

Myth #4: The Path to Purchase is Unclear

Why Does This Myth Persist?
As the CMO of a major eCommerce site says, “We know our customers are looking for our products on the go and then buying on their desktops. If we do not measure and analyze these cross-device conversions, we are vastly under-representing the value of mobile in our overall ecosystem.”

It’s obvious that marketers know they need to be analyzing cross-device conversions, but the fact is that most aren’t. Marketers think that attribution models haven’t caught up to consumer behavior, and for many marketing technology stacks, this is true. But it’s soundbites like these that are repeated in marketing departments across companies in every vertical – essentially saying, “We know consumers are multi-device creatures, the paths to purchase are murky at best, we need to do a better job.” This cycle of repeating poor information has turned everyone into a believer in this myth.

Here’s the Truth…
Once identity is solved across devices, it is absolutely possible to gain a clear understanding of purchase paths across devices. The attribution gap should not exist, and it doesn’t for the companies who are thinking smart and taking advantage of cross-device technology solution.

Cross-Device InsightsHow Do We Know?
With a total reach of more than one billion consumers across more than three billion devices, the Drawbridge Connected Consumer Graph is the industry’s leading cross-device identity solution. By leveraging this technology, marketers are able to gain insights and a much deeper understanding of consumer behavior to drive better results for advertisers – from creating brand awareness to driving incremental sales. These tools offer insights on true cross-device campaign performance, including reach and attribution metrics. The path to purchase is finally clear!

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Employee Spotlight: Albert Hwang

AlbertAlbert Hwang, Software Engineer 

Responsibilities at Drawbridge:
I’m currently working on the Hadoop pipeline powering Drawbridge’s device pairing technology and click-through-rate/conversion-rate prediction. I also work closely with the Data Scientists on developing our next-generation technology and various machine-learning models. It’s exciting to see what we have achieved and the hard problems we are going to tackle.

Background: Prior joining Drawbridge, I was working for Applied Materials in the semiconductor industry, where I wrote software to automate machines worth millions of dollars each. As I watched the industry trends, I wanted to learn more about mobile, advertising, machine-learning, and big data. Therefore when Drawbridge called, I realized I could work on everything I wanted to learn with an amazing engineering team, and I couldn’t let the opportunity pass away.

Interests Outside of Drawbridge: Besides going to church and spending time with my family, I enjoy reading history, novels, and biographies. I also play guitar and piano.

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Drawbridge Certified as Nielsen Online Campaign Ratings Mobile Provider

Drawbridge has been certified as a provider of mobile measurement through Nielsen’s Online Campaign Ratings™ (OCR), giving marketers the confidence that their messages are being received by the intended audiences across devices.


“Our technology enables brands to connect in meaningful ways with consumers across devices, and obviously it’s important to ensure that the right brand messages are received by the right consumers, at the right times, on the right devices,” said Drawbridge’s VP of Product Management, Rahul Bafna , “While Drawbridge provides audience insights, conversion attribution, and reach and frequency reports, Nielsen Online Campaign Ratings provides additional comprehensive measurement, so our marketing partners are enabled to maximize their mobile marketing investment.

“For marketers reaching audiences across devices, it’s critical to precisely measure those audiences to understand a campaign’s impact,” said Andrew Feigenson , Managing Director, Digital, Nielsen. “Drawbridge was one of the first platforms to become certified for mobile measurement within Nielsen Online Campaign Ratings and provide their clients with a complete view of their digital audience, including reach on mobile devices.”

Read the full press release here.

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More Drawbridge News From Across the Pond!

This week Drawbridge announced our European expansion to provide brands with unified cross-device marketing and attribution solutions.

Drawbridge in the UK

The UK team is headed up by Mark Wright, who brings with him over 17 years of media experience. “Marketers in the UK are increasingly looking for an accurate picture of who their audience is and a better understanding of how cross-device activity works,” said Mark. “A key component of the work we’re doing with our agency partners including MediaCom, Starcom Mediavest, Amnet and Somo centers around helping them reach consumers as they switch devices along the path to purchase, and ultimately understand how ads served on one device influence actions on others. We offer the most robust cross-device solutions available to the modern marketer, and we’re hoping to roll these out to other markets in the near future.”

Read the full announcement here, as well as an interview with our VP of EMEA, Nimeshh Patel, on AdExchanger.

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Drawbridge Named Most Effective Advertising Technology Platform!


The 2014 Effective Mobile Marketing Award winners have been revealed – and Drawbridge is honored to have been named the “Most Effective Advertising Technology Platform!”

The winners were announced at a ceremony in London and members of our UK team were on hand to accept the award. See the full list of winners here!


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Employee Spotlight: George Chen

georgeGeorge Chen, Director of Product User Experience 

Responsibilities at Drawbridge:
I’m responsible for the user experience and user interface of Drawbridge’s client facing products… which includes everything from the ad targeting UI and ad campaign creation flow to data visualization of cross-device data, and more.

Background:  I trained as a visual artist / designer at Cal Poly San Luis Obispo, and then I was the first designer at AdMob (the pioneers in mobile display advertising). The company was acquired by Google in 2009.

After I left Google, I co-founded Emanata, Inc. which allowed independent comic book artists to publish their stories on the iPad.

I know Kamakshi, Drawbridge’s Founder and CEO, from AdMob, and we’ve kept in touch over the years. Also, both Drawbridge and Emanata, Inc. share the same investors. I feel there is still much to be done in the very fragmented world of digital advertising.

Interests Outside of Drawbridge: I am a photography enthusiast, gadget collector, and at times a tinker on iOS software. Recently, with my free time, I helped launched the brand Danger Ranger Bear and the accompanying iOS app. The goal of the app is to help folks learn about the wild and get out more to do fun things.

You can also me on Twitter under the username @georgechen.

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Employee Spotlight: Hee Dong Jung

heedongHee Dong Jung, SW Engineer – Tech Lead 

Responsibilities at Drawbridge:
I am a tech lead software engineer in the online server part of the platform team. My team members and I manage online servers that can process all of our ad requests and handle impressions, clicks, and conversions generated as a result of the ad serving. We develop various features into these servers to help both external customers and internal needs. In addition, we manage the servers so that they are reliable and scalable. We also research on many open source frameworks like Kafka, Memcached, CouchBase, protobuf, etc., and apply to our online servers if needed.

Background: After finishing my Master’s Degree in computer science at UIUC, I joined Yahoo! as a software engineer. Hadoop framework and big data processing got my interest when I learned them at Yahoo!, and I always wanted to work at a startup in Silicon Valley at some point in my life. Drawbridge not only satisfies both categories, but the company had a clear idea of what to do with the big data when other start-ups were still trying to figure out what to do with it.

Interests Outside of Drawbridge: I enjoy playing and watching basketball. I play basketball at least once every week. I also love to travel and try to go to places I haven’t been whenever I find time. I also try to stay up to date on sports and tech news.

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Cross-Device Advertising Myth #3: Login Data is the Holy Grail of Online Identity

Drawbridge CEO Kamakshi Sivaramakrishnan recently busted five myths about cross-device advertising. We’re expanding on her presentation in this five-part series of blog posts.


Myth #3: Login Data is the Holy Grail of Online Identity

Why Does This Myth Persist?
Marketers know that consumers use a mix of devices throughout their days, but they often think that the only way to reach these audiences across devices is to rely on a solution that uses login or registration data that’s tied to personal identity. Marketers want to reach consumers on multiple devices, and they assume that it’s easiest, most accurate, and most scalable to do so through large deterministic solutions. We can see that marketers think this is the ideal approach simply by looking at where their money goes. Facebook is one example of a platform that relies on login data, and the company’s advertising revenues continue to climb with no signs of slowing.


Marketers clearly continue to pour money into reaching registered users, and on the surface, this makes sense. Logins and registrations provide this connection. But this isn’t the only way to accurately reach a large section of the population.

Here’s the Truth…
Predictive technology can not only solve for cross-device identity, but the scale and accuracy is similar to that of solutions that rely on login or registration data. Plus, predictive tools can do this in a less invasive fashion, using only non-permanent, user-resettable identifiers (such as cookies or device IDs) to make these connections.

How Do We Know?
scaleDrawbridge approaches cross-device consumer reach in a probabilistic, or predictive, fashion. By observing a variety of event logs, including ad requests, and correlating those attributes, Drawbridge can make predictions about consumers and their devices. Today Drawbridge has a reach of more than one billion consumers across more than three billion devices, and the accuracy of the predictive model has been validated against third-party login data to be 87% accurate. Even when looking at monthly active unique users, a probabilistic solution such as Drawbridge’s has a reach that is in the running with the better-known deterministic providers, and at comparable accuracy.

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Drawbridge Adds Connected TV Capabilities; Consumer Graph Hits 3 Billion Devices!

Connected TV Graphic Moved TV-01

Today Drawbridge announced the addition of Connected TVs to the Connected Consumer Graph, enabling programmatic execution across smart TVs and set-top streaming devices, including Roku, Xbox, and Apple TV devices, as well as Samsung and Sony Smart TVs.

“We’re completely flipping the paradigm of how TV advertising has traditionally worked by bringing cross-device reach to connected televisions,” said Drawbridge VP of Product Management Rahul Bafna. “Instead of showing a TV commercial and waiting to gauge audience interest from purchases and other offline metrics, we have the ability to reach audiences that we know are relevant based on device ownership, demographic, brand affinity, lifestyle, interest, and other data inferred from usage across devices. Plus advertisers can finally understand how reach on television influences consumers’ actions on other devices.”

The story was covered exclusively by TechCrunch, which noted Drawbridge’s accomplishments and mindset: “[Drawbridge Founder & CEO] Sivaramakrishnan also pointed to the fact that Drawbridge’s device graph now includes more than 3 billion devices that are connected to 1 billion users, and she argued that her company’s approach, which doesn’t use user login data, is taking ‘the moral high ground’ because it’s ‘keeping the separation of church and state — consumer privacy is kept sacrosanct.’

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Employee Spotlight: Amit Mahale

amitAmit Mahale, Software Engineer

Responsibilities at Drawbridge:
I am currently working as a Software Engineer with the data team here. I work on the reporting and analytics system which processes billions of requests each day and acts as the backbone for billing, attribution, and machine-learning systems.

In the past year, I have worked on multiple projects to scale the backend system to handle 4X previous request volume. Most recently I worked on our new cross-device attribution system.

Background: After completing my masters in CS, I jumped into the ad-tech space. Prior to Drawbridge, I worked at Jumptap and Millennial Media. The advertising dataset and the application of big data technologies makes me feel excited to be in this space.

I was looking to work for a Silicon Valley startup when I decided to move from Boston, and Drawbridge felt like a perfect match because of the early entry in cross-device advertising.

Interests Outside of Drawbridge: Apart from watching movies and documentaries and reading novels, I am currently excited about the advancement of wearables and smart device space and I like to spend time reading about that. I also enjoy spending some quiet time at Shoreline Park during the weekends.

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