Drawbridge, a provider of solutions for cross-device advertising, stated that its cross-device solutions have been integrated with video ad capability enabling advertisers to take their product placements to over a billion devices in the United States, Great Britain, Brazil, Germany, China, and other major markets.
In order to reap major benefits from mobile advertising, one needs to have to accurate audience targeting and conversion tracking along with excellent attribution across various screens. Drawbridge asserted that it has developed an effective cross-device matching solution that can bridge data from the desktop web to target over one billion mobile devices. Using the solution, marketers can hope to target audiences with precision on mobile devices to drive performance at scale, realizing the true potential of mobile advertising.
Rahul Bafna, vice president of product at Drawbridge, stated, “With eMarketer (News - Alert) reporting video ad completion rates of roughly 47 percent overall, and key verticals such as automotive and consumer packaged goods seeing completion rates of up to 80 percent, we’re excited to offer cross-device digital video to our large base of brand advertisers to help those brands deliver relevant ads to engaged audiences. We’ve also expanded our reporting dimensions to provide full measurement of all common video metrics, including completion rate, viewability, and drop-off points, in addition to impressions, clicks and cross-device frequency.”
Drawbridge will be hosting video ads directly and is also partnering with major third party video ad platforms such as MoPub to let advertisers upload and manage video assets through its self-service cross-device platform. One also has the option to trim and convert video ads to various compatible formats to fit into their cross device advertising campaign.
Janae McDonough, director of exchange at MoPub, a mobile ad serving platform and exchange for applications, added, “Drawbridge has built a robust suite of cross-device advertising solutions, and we’re excited to be working with the leaders in this technology to add value to our video inventory. Partnering with Drawbridge provides immediate benefits to our clients, as well as advances video advertising in general.”
Edited by Maurice Nagle