Foursquare Partners with Drawbridge for Cross-Device Platform for Pinpoint Advertising Solution
Combination of world’s biggest and most accurate place data combined with leader in cross-device identity will help marketers connect the digital to physical world
Drawbridge announced today that Pinpoint by Foursquare is using the Drawbridge Cross-Device Platform. Pinpoint is a programmatic advertising solution that allows marketers to accurately target consumers across devices based on their real-world behavior. The partnership combines Foursquare’s proprietary mobile-centric audience segments with Drawbridge’s industry-leading cross-device bidding, optimization, and measurement capabilities.
“Our goal is to not only help brands connect with people, but to provide marketers with a comprehensive understanding of their customers across devices and in the real world,” said Rahul Bafna, Drawbridge VP of Product Management and Partnerships. “Foursquare is an ideal partner because the company has a very large, very unique data set that can be leveraged in conjunction with our own cross-device capabilities. Agencies and marketers using Pinpoint get the best of both worlds – Foursquare data on the Drawbridge Cross-Device Platform, which includes our award-winning targeting, bidding, optimization, and attribution capabilities.”
The Drawbridge Cross-Device Platform ingests Pinpoint’s proprietary audience segments to execute mobile and cross-device marketing campaigns. The audience segments are matched with associated devices with the Drawbridge Connected Consumer Graph™, so marketers can reach their target audiences across devices. Foursquare’s technology can also identify where people actually go and what they intend to purchase. The partnership enables marketers to bridge the digital and physical world, closing the gap between offline brand interactions and the marketing efforts that influenced them.
Pinpoint is a full-service advertising solution that exclusively leverages the Foursquare Location Cloud, the most trusted and accurate place data set in the world. It enables brands to reach tens of millions of consumers based on the places they visit in the physical world. Leading brands are already using Pinpoint for their digital marketing, including AT&T, FedEx, Olive Garden, Samsung, Wild Turkey and Wild Turkey American Honey, Landrover Jaguar, Choice Hotels, Coors Light, and across all verticals.
“We fundamentally believe that the places you go are the most powerful indicators of who you are and Pinpoint makes it easy for marketers to reach custom audiences at scale,” said Eric Friedman, Foursquare Senior Director of Global Sales and Revenue Operations. “Drawbridge has made it extremely easy for us to bring in our first-party data assets allowing marketers to connect with these audiences no matter what device they are on and execute campaigns. They also allow us to provide marketers with insights that uniquely allow us to connect the digital and physical world, the holy grail of marketing.”
About Drawbridge Probabilistic Technology:
The Drawbridge Connected Consumer Graph was recently found by Nielsen to be up to 97.3% accurate. Brands can work with Drawbridge in three ways: by leveraging the Drawbridge Connected Consumer Graph for cross-device data applications; managing cross-device campaigns in real-time using the Drawbridge Cross-Device Platform; or working with the Drawbridge team to execute cross-device campaigns on an I/O basis.
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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.
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