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Drawbridge Strengthens its Cross-Device Integration with The Trade Desk’s Platform To Take On TV Addressability and Measurement

Top marketers leverage this partnership to drive cross-device performance


San Mateo – WEBWIRE

Drawbridge, the leading people-based identity management company, today announced that it is enhancing addressability and measurement on TV by deepening its cross-device data integration with The Trade Desk, Inc. (Nasdaq: TTD), a global technology platform for buyers of advertising. Brand and agency clients using The Trade Desk Platform can use Drawbridge’s Connected Consumer Graph® to extend their first-party mobile and desktop audience segments onto connected TV devices, and vice versa, enabling unified reach and attribution across smartphones, tablets, computers, and connected TV.

“Consumers spend twice as much media time on TV compared to computers and a third more than mobile, and streaming services are now in half of all US households,” said Drawbridge’s Global Head of Client Strategy, Haylee Adkins. “TV is clearly still a major device, which is why we want to bring this data into our identity graph for brands and agencies to leverage for their marketing initiatives. This is the first step in bridging TV with digital – ultimately we want to provide advertisers access to addressable and linear TV at scale, and we’ve already started with programmatic TV capabilities.”

Thousands of advertisers have activated media with Drawbridge’s people-based identity solution through The Trade Desk this year, with the amount of active advertisers more than doubling since January. Drawbridge has seen growing usage across formats including native, in-feed, and video, emphasizing the importance understanding customers across devices and channels.

“We’re excited to be solving for addressability and measurement on TV with the Drawbridge team, particularly in the growing channel of connected TV,” said David Danziger, VP of Data Partnerships at The Trade Desk. “Ultimately we want to help our brand and agency clients reach their audiences more efficiently, and this is a great example of two technology leaders coming together to create valuable tools to enable that.”

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About Drawbridge
Drawbridge is the leading people-based identity management company that enables brands and enterprises to create personalized experiences for their customers. The company uses patented large-scale AI and machine learning technologies to build democratized data solutions that are driving the intersect between mar-tech and other categories with applications including advertising, personalization, content management, product recommendations, authentication, and risk detection. The company is headquartered in Silicon Valley, is backed by Sequoia Capital, Kleiner Perkins Caufield Byers, and Northgate Capital, and has been named to the CNBC Disruptor 50 list, made the Inc. 5000 list for the past two years, and was listed on the CB Insights AI 100 list of the most promising artificial intelligence companies. For more information visit www.drawbridge.com.
 
About The Trade Desk
The Trade Desk (Nasdaq: TTD) is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize more expressive data-driven digital advertising campaigns across ad formats, including display, video, audio, native and, social, on a multitude of devices, such as computers, mobile devices, and connected TV. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across the United States, Europe, and Asia. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, and LinkedIn.
 
Contact
Mike Murphy, Senior Marketing Manager, Drawbridge
mike@drawbridge.com


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