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New Drawbridge White Paper Describes Approaches and Tips for Effective Cross-Device Advertising

San Mateo, CA – WEBWIRE

Today Drawbridge, the leader in cross-device advertising, released a new white paper, “Approaches and Tips for Effective Cross-Device Advertising,” which details the methodologies behind the two main approaches to device-pairing, as well as provides five best-practices for running cross-device campaigns. The free whitepaper is available for download today.

In order to properly serve relevant ads to users across devices, advertisers need to be reasonably sure that the devices do in fact belong to the same user. Using either a deterministic or a probabilistic approach, several companies have built databases of paired devices, and marketers are leveraging this data to run targeted advertising campaigns. Each of these two approaches has benefits and risks, and this Drawbridge white paper details the tradeoffs of each method. For marketers considering a cross-device advertising strategy, the white paper also shares five tips to consider while developing a strong cross-device advertising plan.

Drawbridge uses a statistical triangulation technique to estimate a match between a desktop or mobile browser cookie and a mobile device, and using this technology, the company has paired users to over one billion devices to date. The free Drawbridge white paper, “Approaches and Tips for Effective Cross-Device Advertising,” is available for download now.

About Drawbridge
Drawbridge has developed the first machine-learning ad technology to leverage insights from cross-device signals allowing advertisers and marketers to reach targeted audiences across multiple devices. Through its innovative technology, the company is able to gain insights and a much deeper understanding of audience behavior. Drawbridge works with six of the top seven online travel agencies, eight of the top twelve flash sales retailers, as well as top companies in local services, online payments, subscription media, and dating verticals. The company is located in Silicon Valley and is backed by Sequoia Capital, Kleiner Perkins Caufield and Byers, and Northgate Capital. For more information, visit


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