Drawbridge Cross-Device Connected Consumer Graph Is 97.3% Accurate
Commissioned Nielsen study assesses the ability to indicate relationship between two or more devices
Drawbridge announces availability of its cross-device identity data to third-parties
Drawbridge, the leading cross-device technology company, announced that Nielsen has analyzed a portion of the company’s probabilistic Connected Consumer Graph™ against a third-party sample of known user login data. The Drawbridge-commissioned analysis, conducted over a one-month period, found that the Drawbridge model was 97.3% accurate in indicating a relationship between two or more devices. The company also announced the availability of its cross-device reach of more than one billion consumers across three and a half billion devices to third-parties for the first time outside of its own Cross-Device Platform, including publishers, marketers, site personalization businesses, and attribution measurement solutions among others. This democratizes digital identity and cross-device capabilities at comparable scale and accuracy to closed social platforms and web portals. This reach is up to four times larger than other cross-device technology providers, without the limitations of user logins or other personal data.
Per this recent test, which had a 10.3% match rate with the third-party sample data used by Nielsen for the analysis, it was determined that Drawbridge connects devices to consumers 97.3% of the time.
“When validating the accuracy of probabilistic solutions, it’s important to consider the match-rate of the solution’s sample compared to that of the third-party ‘truth set’ sample,” said Andrew Feigenson, Managing Director, Digital, Nielsen. “Tests of this nature provide marketers another means to evaluate consumers’ continuously-evolving behaviors across devices.”
Drawbridge’s Connected Consumer Graph is a people-centric, probabilistic identity solution that provides marketers with visibility into how consumers interact with brands across devices along the path to purchase, without using sensitive information such as a name, phone number, email address, or login handle. The Drawbridge Connected Consumer Graph includes over 225 million consumers in the United States, enabling marketers to reach an estimated 80% of US consumers. In addition to the reach in the US, over 40 million consumers in the UK, 38 million consumers in France, 50 million consumers in Germany, and a significant number of consumers in Latin America and the Asia-Pacific region are represented in the graph.
“Savvy marketers desire to understand their consumers’ behavior and paths to purchase, especially in the context of multi-device touchpoints,” said Drawbridge CEO Kamakshi Sivaramakrishnan. “But today there are a limited number of social networks and search platforms that offer cross-device reach at scale, and those are all closed, walled-garden environments. We’ve put significant effort into completely rebuilding our technology to focus on consumers, not just devices. We are pleased with the results of Nielsen’s third-party analysis of our graph’s accuracy. We are solving a customer experience problem by democratizing accurate cross-device identity at scale for the first time.”
Armed with accurate cross-device information at scale, marketers can gain greater insights into their customers and learn how to best engage with them in order to drive better results.
Drawbridge provided Nielsen a portion of its Connected Consumer Graph, including predicted mobile device identifiers linked to web browser identifiers. Over a one-month period, Nielsen evaluated these predictions against a third-party “truth set” that links mobile to browser via email address logins. Nielsen’s analysis compared Drawbridge’s prediction with the third-party panel and found that Drawbridge’s Connected Consumer Graph correctly indicated a relationship between two or more devices 97.3% of the time.
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Drawbridge is the leading cross-device identity company building technology that fundamentally changes the way brands connect with people. By leveraging its Connected Consumer Graph™, which includes more than one billion consumers across more than three billion devices to date, Drawbridge enables brands to have seamless conversations with consumers across their computers, smartphones, tablets, and connected TVs. Drawbridge provides visibility into how consumers interact with brands across devices along the path to purchase with a true, unified, cross-device consumer view. The company gives marketers unparalleled insight to consumer behavior both online and offline to drive better results – from creating brand awareness to driving incremental sales. The company is headquartered in Silicon Valley and is backed by Sequoia Capital, Kleiner Perkins Caufield and Byers, and Northgate Capital. For more information visit http://drawbrid.ge.
Mike Murphy, Senior Marketing Manager
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