:

Senior Television Weather Broadcaster Meteorologist Job to Reach 1.5 Billion People -

Tuesday, October 27, 2020

Broadcast Meteorologist Job in Wyoming -

Saturday, August 22, 2020

Multi Media Journalists Needed in Wyoming -

Friday, July 31, 2020

Capitol Reporter Needed in Las Vegas -

Friday, July 31, 2020

Junior Media Buyer: Get Healthy and Get Paid -

Tuesday, June 23, 2020

Is Salesforce a Great Place to Work? -

Thursday, December 26, 2019

Is Apple a Great Place to Work? -

Wednesday, June 19, 2019

Do I want to work at Adobe? -

Wednesday, June 12, 2019

NVIDIA, why work here? -

Friday, June 7, 2019

Manager Instructional Technology at George Washington University -

Thursday, October 4, 2018

5 Highest Paying Business Development Manager Jobs in New York -

Monday, July 23, 2018

What kind of Business Development
Jobs are in Los Angeles?
-

Wednesday, May 9, 2018

QVC , On Air Program Host Job for 3rd Largest Ecommerce Company -

Monday, March 26, 2018

Facebook has over 1700 Jobs: Here is How to Get a Job at Facebook -

Wednesday, February 7, 2018

Nielsen Why You Want to Work at this Digital Transformation Organization -

Tuesday, February 6, 2018

Why You Want a Job at Twitter -

Monday, February 5, 2018

How fast is this Blockchain thing going to take over? -

Friday, February 2, 2018

Should You Work at HBO or Netflix? -

Wednesday, January 31, 2018

Why Working at Hearst is Much Better than Houghton Mifflin Harcourt -

Friday, January 26, 2018

What Will Making a VR Game While in Virtual Reality be like? -

Thursday, January 25, 2018

Making Job Search Easier by Finding the Great Companies First

Find a
JOB
Title/Keywords Company Name
City, state or zip (optional)
 

Cross-platform mobile ad retargeting startup Drawbridge throws video support into its bag of wizardry

San Mateo-based start­up Draw­bridge, whose ad retar­get­ing tech­nol­o­gy helps mobile adver­tis­ing agen­cies and brands tar­get their ads to rel­e­vant con­sumers across devices and plat­forms, has just announced that it’s now added sup­port for video ads to its reper­toire, too.

A gate­way to new cat­e­gories of adver­tis­ing 

The Sequoia and Klein­er-Perkins backed com­pa­ny has been mak­ing a name for itself since its launch in 2010 by ana­lyz­ing user behav­ior to locate the times when they are most like­ly to be using mul­ti­ple devices. That in turn allows mobile adver­tis­ing firms to use desk­top data to refine the tar­get­ing of their mobile ads.

Vet­er­ans of media jobs in mobile adver­tis­ing agen­cies will prob­a­bly notice at this point that throw­ing video into the mix doesn’t fun­da­men­tal­ly alter the firm’s exist­ing cross-plat­form tech­nol­o­gy. It remains essen­tial­ly the same. How­ev­er, Drawbridge’s CEO and co-founder Kamak­shi Sivara­makr­ish­nan says that the addi­tion of video sup­port is still a sig­nif­i­cant devel­op­ment for the firm. For starters, video adver­tis­ing has been ris­ing marked­ly on mobile. But Sivara­makr­ish­nan says that the move will help her com­pa­ny branch out into oth­er cat­e­gories, like enter­tain­ment and auto­mo­tive adver­tis­ing.

She gives the exam­ple of some­one watch­ing a movie trail­er on their com­put­er. That’s the kind of thing movie stu­dios would like to know about, so they can deliv­er tar­get­ed pro­mo­tions and mar­ket­ing to that person’s smart­phone. She was at pains to clar­i­fy, how­ev­er, that she doesn’t envis­age Draw­bridge ever com­pet­ing with mobile adver­tis­ing agen­cies:

“I don’t think we’ll ever be a cre­ative shop,” she said. “What we will do is expand our arse­nal to sup­port a myr­i­ad of for­mats that are very rel­e­vant across a spec­trum of per­for­mance.”

New met­rics, new part­ner­ship

As part of the new video sup­port, the com­pa­ny has added some new met­rics to its ad report­ing: it’ll now look at viewa­bilty, com­ple­tion rates and drop-off points in addi­tion to clicks and impres­sions. More­over, Draw­bridge can not only host ads direct­ly, it can inte­grate with oth­er plat­forms, too.

And to com­ple­ment the new sup­port for video, the firm has also announced its first for­mal part­ner­ship with the Twit­ter-owned mobile ad serv­ing plat­form MoP­ub,

Janae McDo­nough, MoPub’s Direc­tor of Exchange, said:

“Part­ner­ing with Draw­bridge pro­vides imme­di­ate ben­e­fits to our clients, as well as advances video adver­tis­ing in gen­er­al.”

Print Friendly, PDF & Email
Leave A Comment

You must be logged in to post a comment.