Marketers can now optimize on complete picture of customer journey across devices
SAN MATEO, Calif. – May 20, 2015 – Drawbridge, the leading cross-device technology company, and Kenshoo, a global leader in agile marketing solutions, announced a new partnership enabling marketers to more effectively tie desktop clicks and conversions to mobile activity without relying on consumer login data. The solution leverages the Drawbridge Connected Consumer GraphTM, which includes over 1.2 billion consumers probabilistically connected across more than 3.6 billion devices. When activated through the Skai Infinity Suite, marketers can make decisions and optimize campaigns based on a full understanding of customer lifetime value and path to conversion across desktop and mobile.
“With device fragmentation increasing among consumers, marketers have difficulty measuring how advertising impacts the behavior of their customers across devices,” said Rahul Bafna, VP of Product Management and Partnerships at Drawbridge. “Since those journeys often start with a mobile search query and end on tablets and desktops, it’s critical for marketers to use a solution that can understand the consumer across devices.”
The Forrester State Of Retailing Online 2014: Marketing report indicates the inability to recognize consumers across devices leads to a hindrance in accurate marketing attribution. As a result, nearly two-thirds of online retailers don’t use comprehensive attribution models, relying on imperfect single-touchpoint measurement tactics.
The Drawbridge Connected Consumer Graph was recently found by Nielsen to be up to 97.3% accurate in connecting consumers across devices. In addition to its premium solutions for desktop advertising, Skai provides access to almost 90% of mobile ad inventory and offers cross-channel attribution and path-to-conversion technology. Together, the combined platforms will enable advertisers to understand the interplay of search, social, mobile, and display ads while optimizing cross-device investments.
“As many as 50% of clicks on ads come from smartphones and tablets, yet we know that consumers switch to laptops and desktops to complete transactions, resulting in gaps in attribution,” said, Will Martin-Gill, SVP, Product at Skai. “Our goal is to empower marketers with technology; pairing Skai’s agile marketing solutions with Drawbridge’s leading cross-device identity solution enables marketers to optimize campaigns based on a clearer picture of the consumer purchase journey.”
Visit www.Kenshoo.com/cross-device-attribution for more information.
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 https://drawbrid.ge.
Skai is the global leader in agile marketing. Brands, agencies and developers use the Skai Infinity Suite to direct nearly $350 billion in annualized client sales revenue through search, social, mobile, and display advertising. Skai is the only Facebook Marketing Partner with native API solutions for ads across Facebook, FBX, Twitter, Google, Yahoo, Yahoo Japan, Bing, Baidu and CityGrid. Skai powers digital marketing campaigns in more than 190 countries for nearly half of the Fortune 50 and all 10 top global ad agency networks. Skai clients include CareerBuilder, Expedia, Facebook, Havas Media, John Lewis, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and Zappos. Skai has 27 international locations and is backed by Sequoia Capital, Arts Alliance, Tenaya Capital, and Bain Capital Ventures. Please visit www.Kenshoo.com for more information.
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