Week of March 04, 2013

Companies like Tapad and Drawbridge are making it easier for marketers to explore the potential of cross-device tracking and attribution - locating and targeting users as they switch from PCs to tablets or other mobile devices.

Tapad and Drawbridge apply concepts like retargeting and location-based targeting to the mobile space, making it easier for marketers to develop a holistic view of target audiences without having to capture or store personally identifiable information. Tapad now works with major national advertisers and has demonstrated that cross-device retargeting can outperform more traditional targeting approaches such as demographic and contextual targeting. Drawbridge's retargeting approach now claims to be capable of driving greater lifetime value, and in turn higher ROI, than leading mobile advertising networks.