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BizReport : Mobile Marketing : May 14, 2012

Solution bridges online, mobile ad gaps

A new advertising platform just released from beta is making noise amongst venture capitalists. Called Drawbridge, the solution was built to bridge the gaps between online and mobile advertising campaigns. Funding of $6.5 million was just announced for the start-up.

by Kristina Knight

"Targeting in mobile display advertising is more about the device than the audience behind it," said Kamakshi Sivaramakrishnan, founder and CEO at Drawbridge. "Consumers now have multiple touch points across various screens. We want to leverage this emerging user behavior and unlock the power of cross-device data to impact targeting in mobile. The Drawbridge platform makes it possible to understand behavior on any device and use those insights to effectively reach mobile audiences."

Drawbridge is setup to 'learn' across devices so that campaigns can be properly targeted and tracked, giving advertisers more insight into what is happening with mobile advertising campaigns. It is set up to draw insights across devices to give more credible targeting information.

Recently PQ Media released a mobile and social forecast for the US base; their research predicts mobile and social media will account for 10% of all communication industry revenue by 2016. According to the report mobile and social revenue increased more than 30% to reach $45.38 billion in 2011; mobile content and access represents 85% of annual revenues.

With the fast and continued growth of mobile, better measurement and targeting information will continue to be needed. Platforms like Drawbridge may help advertisers better reach their intended marketplace.

Tags: Drawbridge, mobile ad tools, mobile content, mobile marketing, mobile platform, mobile trends, PQ Media

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