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Datalogix feeds offline purchase metrics to online social networks and raises $45 million to expand its product

There’s a lit­tle prob­lem with ana­log adver­tis­ing on social media: busi­ness­es are get­ting sick of spend­ing mon­ey on it when they have no idea whether it’s actu­al­ly dri­ving sales, and social media sites need to prove ROI if they’re to stand a chance of per­suad­ing adver­tis­ers to buy big­ger cam­paigns. Which is where New York-head­­quar­tered Dat­a­logix comes in: its plat­form deft­ly con­nects online adver­tis­ing with offline con­sumer behav­ior, and most tech-savvy prod­uct man­agers would agree that that means it’s tak­ing the guess­work out of mar­ket­ing and replac­ing it with sci­ence. Link­ing meat­space with cyber­space  Begin­ning life in 2002, Dat­a­logix has risen to become a crit­i­cal com­po­nent in Twitter’s and Facebook’s mon­e­ti­za­tion machines — and its part­ner list con­tains the kind of names to make the aver­age prod­uct manager’s jaw drop. It’s pop­u­lat­ed by jug­ger­nauts like Yahoo, Google, eBay and many oth­ers, includ­ing firms fea­tured on these pages like YuMe, Draw­bridge and Tremor Video. And as a sign of the con­fi­dence it’s inspir­ing in the busi­ness com­mu­ni­ty, it recent­ly raised a thun­der­ing $45 mil­lion in Series C fund­ing led by Welling­ton Man­age­ment Com­pa­ny. So, intrigued prod­uct man­agers, this is how Dat­a­logix works. Let’s take Face­book: if you use a gro­cery store…

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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…

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Drawbridge introduces the “Holy Grail” of new marketing solutions: cross-platform advertising

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…

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