A Cross-Device Campaign Playbook


Here are five key targeting plays from the Drawbridge Cross-Device Playbook that rely on cross-device identity and scale to enable marketers to reach relevant users wherever they are.

retargeting1. Retargeting
Drawbridge retargeting, or remarketing, helps marketers reach website visitors later with related ads on other devices. Retargeting campaigns can be on the same device or across devices.
Example: One online travel company retargeted visitors across devices and saw high click-through rates that led to a 60% increase in conversion rates.

2. Conquesting
Drawbridge brand conquesting is used by marketers to reach users of a specific, and often competing, product or service in order to build their own customer base.
Example: A large computer software vendor leveraged cross-device data to reach users of a competing service, leading to 50% higher engagement rates.

3. Audience Extension
By helping marketers reach “lookalike” consumers with similar attributes to those that they know are likely to convert, Drawbridge helps brands meet campaign performance objectives while reaching a larger audience across devices.
Example: Drawbridge helped a major consumer electronics manufacturer triple its cross-device consumer reach while maintaining performance levels 3x above the baseline, as measured by shopping-cart additions.

4. Real-World Context
Offline data provided to Drawbridge by advertisers and other third-parties is commonly used for reaching qualified consumers, but this information also becomes a rich data point about a connected consumer. It can then be used to enhance online marketing across all of a consumer’s devices at a later time. In addition, Drawbridge enables marketers to understand how online ads impact offline behavior.
Example: Drawbridge leveraged cross-device data to help a retailer reach qualified consumers, driving a 58% lift in foot traffic to a store location (as measured by a third-party), beating the goal by 3x.


5. Storytelling
Drawbridge sequential messaging helps marketers tell a story and guide consumers through their purchase path, even as they switch devices. Global frequency caps can also be put in place to optimize ad budgets and increase effectiveness and engagement.
Example: A major consumer electronics brand worked with Drawbridge to deliver sequenced ads across devices, and saw engagement triple on ads after the first in the sequence.

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Cross-Device Marketing Myth #5: TV is Not Connectable

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 #5: The Path to Purchase is Unclear

Why Does This Myth Persist?
Traditional TVs are linear devices – that is, they are connected to the wall and don’t carry an IP address like today’s internet-connected devices. We can’t take our TVs with us like we do our other devices. Therefore, we don’t typically think of TVs as being “connectable,” like we do for our smartphones, tablets, or laptops. The fact is, we have an old-fashioned view of TV.

TV advertisements are also run on separate insertion orders from digital campaigns, and often managed by separate teams, so there is a boundary set up by design. We don’t view TV as connectable because we treat it differently, and we treat it differently because we don’t think it’s connectable. It’s a cycle that needs to be broken and updated for today’s reality.

Here’s the Truth…
TVs are quickly becoming smart, personal devices, just like our smartphones, tablets, and computers. With hundreds of millions of streaming devices and smart TVs in the US alone, and over half a billion expected to ship worldwide next year, these are quickly becoming devices that we can easily personalize. And because they are connected to the internet, they become connectable on consumer and device graphs, just like smartphones, tablets, and computers.

How Do We Know?
It’s possible to see shared devices at a household level, such as a connected TV, and the addressability of connected TVs makes them connectable on a graph, such as Drawbridge’s Connected Consumer Graph.

TV was the first “device” that we had in our houses – before computers and smartphones and tablets – but it has taken the longest to be connected to consumers. With the new technology built into smart TVs and streaming devices, TV has completed the decades-long endeavor to become truly targetable, measurable, and attributable..

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Employee Spotlight: Gitanjali Sheth

Gitanjali Sheth, Partner Solutions Engineering Manager 

GitanjaliResponsibilities at Drawbridge:
I lead the Partner Solutions team here at Drawbridge. This team sits within the Engineering organization with a focus towards partnerships and integrations with other companies in the digital marketing space. We collaborate with the Product and Business Development teams to reach out to many companies and assist with the technical discussions regarding integration details, testing, and certification processes. Once we have completed a new integration process, we provide training to other teams within the company so that they can leverage the integration for clients who might be interested in using that partner in the future.

My team also participates in pre-sales discussions to provide the technical feasibility for various requirements from our clients. This often leads into integration and certification discussions with other companies. The partner solutions role is unique in many ways. It is a great place to be to get a true experience of interacting across various different teams within the company and to learn about all the new developments in the digital advertising space.

Background: I started out as a Software Engineer at Yahoo!. When I first heard of Drawbridge, I was immediately intrigued by what the company had set out to do in the cross-device marketing space. Today we can all agree that cross-device is the place to be when it comes to digital marketing. That, coupled with the diversity of this role, made it an obvious choice for me to come on board.

Interests Outside of Drawbridge: Outside of work, I look forward to spending time with my friends and family. I love watching sci-fi movies so I am always looking out for the next interesting one being released.

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Employee Spotlight: Randy Cotta

RandyRandy Cotta, Data Scientist 

Responsibilities at Drawbridge:
I am a data scientist on our algorithm team. Day-to-day, this can mean a bunch of different things, but the basic point is to make good predictions, make them as quickly as possible, subject those predictions to data, learn something, and then repeat.

During the last year I have spent a lot of time designing the algorithms that underlie the world’s best probabilistic identity solution (privacy-safe precision at scale!), as well as many of the models that we use to run automated ad campaigns that perform optimally for our clients.

This year of doing data science at Drawbridge has been so satisfying for me, I think largely because of all of the other talented people we have in the Algo/Platform/Online teams. We are never far from deploying the next big idea that we just dreamed up!

Background: I finished a Ph.D. in theoretical physics at Stanford in 2012 and spent a year after that working as a postdoctoral scholar at U.C. Irvine before coming to Drawbridge. I spent most of those years working on dark matter research, trying to answer questions like: What do we know about dark matter? Where does it come from and is there a reason for having so much of it in the universe? How should we experiment to get answers to these questions? etc. This was actually a great preparation for what I am doing now, strange as that may seem :)

Interests Outside of Drawbridge: I love to build things; one of my favorite hobbies is working on cars. I spent many of my young years building race cars and I still try to turn a wrench on most weekends. I love data science and machine-learning at the level of workaholism so, as much as I can stomach it after hours, I like to open a terminal and get to making non-work-related predictions. I just won the office fantasy football championship, which may or may not have something to do with that…

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Cross-Device Marketing 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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