Facebook. For example, if you’re in the market for a new car, and you’ve been visiting automobile sites, you’ll now see ads for cars when you log in to Facebook — ads that companies have had to bid on for positioning in your sidebar feed.
How is that different from the normal ads
that bombard you on Facebook on a daily basis? Well, this time, the ad is not coming just from inside the house — the ‘house’ being Facebook, which used to track only your Facebook browsing — but also from your overall web browsing data.
Drawbridge, founded by in 2010 by
Kamakshi Sivaramakrishnan is using this same concept to develop advertising across mobile devices. Drawbridge is “using statistical methods that rely on anonymous data to track people as they move between their smartphones, tablets and PCs,” reported Jessica Leeber of the MIT Technology Review.
Drawbridge provides advertisers with the opportunity to market to the same individual across multiple mobile platforms.
Sivaramakrishnan says that his ‘bridging’ algorithm protects individuals’ privacy while tracking the probability that two cookies from two different mobile devices are connected to the same person. By doing so, Drawbridge provides advertisers with the opportunity to market to the same individual across multiple mobile platforms.
Drawbridge just released its first product out of the beta testing stage and has already begun work with five top mobile game makers and three top online travel agencies.