Foursquare And Drawbridge Partner With Cross-Device Platform For Pinpoint Advertising Solution

Foursquare has officially joined the programmatic targeting game with the announcement of its partnership with Drawbridge, a cross-device programmatic ad platform, to allow dealership marketers to reach consumers via programmatic buying across devices.

Marketers will find this partnership particularly interesting as it combines Foursquare’s mobile-based audience segments with Drawbridge’s cross-device buying and measurement technologies. In other words, Drawbridge’s technology can take Foursquare’s mobile-based audiences and find them across other devices, which is greatly advantageous for marketers.

“We fundamentally believe that the places you go are the most powerful indicators of who you are and Pinpoint makes it easy for marketers to reach custom audiences at scale,” said Eric Friedman, Foursquare’s senior director of global sales and revenue operations. “Drawbridge has made it extremely easy for us to bring in our first-party data assets allowing marketers to connect with these audiences no matter what device they are on and execute campaigns. They also allow us to provide marketers with insights that uniquely allow us to connect the digital and physical world, the holy grail of marketing.”

The Drawbridge Cross-Device Platform ingests Pinpoint’s proprietary audience segments to execute mobile and cross-device marketing campaigns. The audience segments are matched with associated devices with the Drawbridge Connected Consumer Graph, which allows marketers to reach their target audiences across multiple devices. Another important detail for marketers to remember is that Foursquare’s technology can also identify where people actually go and what they intend to purchase. With this partnership, marketers will be able to effectively bridge the digital and physical world, thereby closing the gap between offline brand interactions and the marketing efforts that influenced them.

“Our goal is to not only help brands connect with people, but to provide marketers with a comprehensive understanding of their customers across devices and in the real world,” said Rahul Bafna, Drawbridge’s VP of product management and partnerships. “Foursquare is an ideal partner because the company has a very large, very unique data set that can be leveraged in conjunction with our own cross-device capabilities. Agencies and marketers using Pinpoint get the best of both worlds – Foursquare data on the Drawbridge Cross-Device Platform, which includes our award-winning targeting, bidding, optimization, and attribution capabilities.”

The Drawbridge Connected Consumer Graph was recently found by Nielsen to be up to 97.3 percent accurate. Brands are able to work with Drawbridge in three ways: by leveraging the Drawbridge Connected Consumer Graph for cross-device data applications; managing cross-device campaigns in real-time using the Drawbridge Cross-Device Platform; or working with the Drawbridge team to execute cross-device campaigns on an I/O basis.

It’s definitely an exciting partnership for marketers to note, and it will be interesting to watch how it develops in the future.