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PushSpring and Drawbridge partner for mobile-led cross-device solution

Tim Maytom

Drawbridge PushSpringDigital identity management firm Drawbridge has announced that unique new data segments are being added to its cross-device advertising platform thanks to a partnership with PushSpring, one of the largest independent app-based mobile audience platforms.

PushSpring’s data is solely derived from mobile apps, delivering truly differentiated audience inputs and segments for Drawbridge’s self-service and managed-service platform customers. As time spent in-app continues to dominate both on mobile and online overall, the mobile app environment has become a data goldmine for brands looking to improve their targeting.

PushSpring specialises in mobile audience data sourced from over 200m mobile devices, with over 250 audience segment options ranging across demographic, lifestyle and interest-based categories. This data will then be leveraged by Drawbridge’s Connected Consumer Graph to extend these mobile app-based segments and reach consumers across all their associated devices.

“The audience data landscape is extremely cluttered, and most of the available data in the marketplace is very similar, if not duplicative, across vendors,” said Dini Mehta, vice president of sales for North America at Drawbridge. “Using mobile app ownership data as a targeting parameter combined with our cross-device graph is incredibly differentiated.

“Advertisers need and want to reach consumers based on where they are spending the majority of their time, while activating on a particular device at the time they are most likely to convert. This allows us to be truly device-agnostic from a targeting and activation standpoint.”

This type of probabilistic cross-device targeting is becoming increasingly important to marketing platforms that exist outside the large ‘walled-gardens’ of firms like Facebook and Google, who use cross-device logins and integration with a variety of third-party sites to provide cross channel identification. While probabilistic targeting is less guaranteed to target the same person, it can also find users in a wider range of online locations.

“Today’s most effective cross-device marketing strategies rely on the combination of highly accurate audience data combined with a best-in-class cross-platform identity resolution,” said Brandon Zirkle, vice president of partnerships at PushSpring. “Through our partnership with Drawbridge, marketers can now access the full library of PushSpring audiences or build their own mobile-originated custom audiences in the PushSpring Audience Console and execute targeted cross-device media campaigns on the Drawbridge Cross-Device Platform.”