Drawbridge, founded by a former Google data scientist, says it has matched 1.5 billion devices this way, allowing it to deliver mobile ads based on Web sites the person has visited on a computer. If you research a Hawaiian vacation on your work desktop, you could see a Hawaii ad that night on your personal cellphone.
And a bit about how it works:
Drawbridge, which was founded by Kamakshi Sivaramakrishnan, formerly at AdMob, the Google mobile ad network, has partnerships with various online publishers and ad exchanges. These send partners a notification every time a user visits a Web site or mobile app, which is considered an opportunity to show an ad. Drawbridge watches the notifications for behavioral patterns and uses statistical modeling to determine the probability that several devices have the same owner and to assign that person an anonymous identifier.
So if someone regularly checks a news app on a phone in bed each morning, browses the same news site from a laptop in the kitchen, visits from that laptop at an office an hour later and returns that night on a tablet in the same home, Drawbridge concludes that those devices belong to the same person. And if that person shopped for airplane tickets at work, Drawbridge could show that person an airline ad on the tablet that evening.
via Selling Secrets of Phone Users to Advertisers – NYTimes.com.
The curious thing here is that Google is estimating multiscreen attribution when it is one of the few handful of companies that has the capability to provide validated cross device conversion. I guess they’re dipping their toe in carefully so they avoid any anti-privacy brouhahas:
Cross-device conversions are estimated using a sample of data from users who are already using multiple devices with a single Google Account. The information will be available to AdWords users with conversion tracking once a critical mass of transactions have been completed using their ads.
via Google debuts ‘Estimated Cross-Device Conversions’ in AdWords to break down multi-screen purchases – The Next Web.
The only thing I’ve been flogging on this blog is the prediction I made that 2013 will be the year of multiscreen. There’s been lots of people getting religion on this. Here’s the latest from Antonio Garcia, who created FBX at Facebook:
Since you’re logged into Twitter on a desktop browser and on a mobile device, the browser cookie from your computer and the device ID from your device are joined. Twitter will join those two in a data-safe way on their back-end that allows the data to flow across user experiences, without losing control of the underlying identity. Doing that, they have within reach that heretofore unattainable Holy Grail of marketers: a permanent, stable, and immutable key that identifies everybody online, on every device, all the time.
via Why Twitter Buying MoPub Is a Very Big Deal — on startups — Medium.
My previous posts on multiscreen here and here.
A non ad tech guy’s post on retargeting is making the rounds and TLDR, he’s another convert to the multi-screen movement which I’ve been bullish on for the past year.
Said another way, “@tobiaspeggs” on the desktop needs to be identified as the same “@tobiaspeggs” that opens his mobile device downtown 1 hour later.
via Tobias Peggs – Facebook retargeting, what Twitter should do next, and why this is just the beginning of a magical moment in mobile monetization..
Come on guy, you can’t try to turn this into a positive thing:
So why is a cookie-less consumer a good thing? My favorite answer is that it enables us to think hard about marketing in the greater context of a multi-device consumer.
via Why Cookie-less Consumers Are A Good Thing – Business Insider.
I’ve talked a lot on this blog about 2013 being the year that multi-screen starts trending in our industry. This article above is evidence of that.
The other options listed in the article are known solutions. The most interesting yet non innovative in terms of tech are the cookie co-ops. I wonder if someone can herd enough cats to create an entity with compelling size.
My bet on the rise of multiscreen (multi-platform) in 2013 is playing out nicely– here’s comScore releasing a new product for it:
comScore on Monday officially launched its new cross-platform reporting system combining audience metrics from Web sites, video and apps across PCs, smartphones and tablets.
via MediaPost Publications comScore Formally Debuts Multi-Platform Ratings 03/26/2013.
Digging into some of the data:
Thirty-five percent of U.S. visitors to Apple properties in February were mobile-only, compared to 22 percent for Amazon and Wikipedia, 17 percent for Facebook, 14 percent for Google, 11 percent for Yahoo and 5 percent for Microsoft. So says comScore.
That makes sense, given that Apple preinstalls a whole bunch of key apps on iOS (though some of us have stopped using some of them), and gives us little reason to go to its websites. via AllThingsD
More on multiscreen media, which I’m bullish on going into the new year.
Though he didn’t come out and give a nice succinct quote about it, I recall that Google CEO Larry Page harped on this notion of a “multiscreen world” many times during Google’s most recent earnings call in October.
What Page did say (with a little bit of ellipsis glue) was: “Most of us carry at least one device, all the time, every day … And we use these devices interchangeably, depending on our situation … As we transition from one screen to multiscreens, Google has enormous opportunities to innovate and drive ever higher monetization … As screens multiply, it’s more important than ever that we converge our services.”
via iOS Apps From Google and Others Improve on Apple Defaults – Liz Gannes – Mobile – AllThingsD.