Cross-channel tracking – locating and targeting users whether they are on PC, tablet, or mobile – has become somewhat of a mantra, not only among marketers but also investors who see potential gold in the promise of simplifying this process.
“This is what everyone wants,” says Cass Baker, executive vice president at Leapfrog Online, a company that helps clients implement digital marketing programs, about cross-device tracking. “Can you attribute spending to actions that you are getting the consumer to take? This helps you validate what media or inventory is valuable and what isn’t.”
Most recently, Silicon Valley investors Northgate Capital, Kleiner Perkins Caufield and Byers, and Sequoia Capital put $40 million into a second round for California-based startup Drawbridge, which says it has developed such a technology. Drawbridge says its algorithm enables it to make educated guesses as to whether a user on mobile and PC is one and the same person – based on information such as location and unique IDs.
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