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BizReport : Advertising archives : May 15, 2013

Drawbridge partners eXelate for mobile targeting

Drawbridge and eXelate are now working together for better mobile targeting. Through their new partnership eXelate's more than 8,000 segment targeting platform will be pushed to more devices through the Drawbridge cross device platform. Cross platform targeting is quickly buzzing up the charts as advertisers work to engage consumers where they live - on different devices.

by Kristina Knight

Segmented audiences have been shown to push high engagement because the business can target based on interests and actions in addition to gender or location. eXelate is a leader in segmented data; the partnership with Drawbridge will add a deeper mobile layer into that equation.

"Our clients depend upon eXelate's smart data to drive smarter marketing decisions," said Mark S. Zagorski, CEO at eXelate. "As marketers evolve to embrace mobile platforms, we want to make sure that their audience targeting capabilities remain accurate and actionable across all desktop and mobile platforms. Our partnership with Drawbridge has made this process easy for our clients, by integrating existing eXelate eXchangeTM segments into mobile for comprehensive multi-platform audience targeting."

"Drawbridge's core value proposition springs from matching desktop cookies against mobile devices," said Kamakshi Sivaramakrishnan, Drawbridge's founder and CEO. "We have seen our travel and retail clients achieve great results from the use of audience data extended from desktop to mobile; naturally, we are thrilled to partner with eXelate, which has established its reputation around data quality and driving business impact through proprietary segments."

Through the partnership, eXelate's existing, industry leading data pool will be extended to help to engage even more mobile consumers. With Drawbridge's technology, which pairs mobile devices with desktop cookies, the eXelate data pool will be pushed to more than 600 million mobile devices, giving mobile brands better reach into their marketplace.

Tags: ad targeting tools, Drawbridge, eXelate, online advertising, segmented advertising

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