Drawbridge Now Supports Connected TVs With Its Cross-Device Ad Targeting



Ad tech startup Drawbridge has been talking about its vision for targeting users across devices for a couple of years, but now it’s adding another device to the mix — Internet-connected TVs.

This follows Drawbridge’s earlier announcement that it supports video ads. Co-founder and CEO Kamakshi Sivaramakrishnan told me that while connected TVs are a “niche” platform for now and will only see “a fraction of the kind of spend you see” on other devices, they also appeal to high-end, “premium” marketers.

“We see that marketers … still look for spend in that television screen and that big form factor,” Sivaramakrishnan said. So this is meant to be an option for delivering TV-style ads with the sophistication of online targeting.

Drawbridge’s targeting, in particular, works by examining user behavior on different devices, then determining when those devices are likely used by the same person — so an advertiser could…

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