A radical new dimension to online advertising sales is opening up with the launch of two new products from San Mateo based startup Drawbridge.
Every advertising sales manager, search engine marketing specialist and business development manager knows that ad re-targeting is the new name of the game in marketing. Everyone’s at it, from Google right through to startups like ReTargeter and AdRoll. So what sets Drawbridge apart?
The Holy Grail of advertising beckons
Re-targeting aims to target ads to consumers in line with their online searches or the websites they visit. Most re-targeting firms are turning to the emerging mobile market, but in reality they’re actually developing solutions that are siloed to each specific device. This is where Drawbridge promises real innovation, offering genuinely cross-platform advertising.
Hailed as the “Holy Grail” of marketing by the startup’s founder, Kamakshi Sivaramakrishnan, cross-platform advertising is a potentially revolutionary concept. The two new products, Drawbridge for Cross Device Marketing and Drawbridge for App Marketing, help companies target and retarget their potential customers across several device platforms. Basically, Drawbridge plants cookies on the user’s mobile or desktop browser (when permissible) or hooks into their anonymized device identifier through a unique app. This little gizmo is capable of sifting information like user behavior, location and time of search/webpage access, whereupon it generates a probabilistic match.
What this boils down to, Drawbridge claims, is the ability to identify the same web user whatever devices he or she switches between. A retailer might, say, promote a beauty product sale online. With Drawbridge’s technology, a user who visited the sale site but didn’t buy could be re-targeted with an in-store discount voucher while she’s on the hoof with her smartphone.
Heading for the stratosphere?
And the proof of the pudding is already on show. Since securing $6.5 million in venture funding back in May, the 24-person startup has matched in excess of 200 million users, with 4 million being added to the expanding total with every passing day. Each day, it cycles through 2 billion ad requests.
The two new products have been extensively tested by Drawbridge over the last twelve months.
It now boasts 60 live campaigns on its platform and according to Sivaramakrishnan, advertisers using the products are seeing more than 300 percent ROI.
The advertising stratosphere appears well within sight.