Drawbridge, a Silicon Valley-based startup, has been launched to bridge the gap between desktop and mobile advertising, and has managed to raise $6.5 million in Series A funding from Sequoia Capital and Kleiner Perkins Caufield & Byers.
Currently in its beta phase, this cross-device advertising platform for ensuring monetisation solutions for advertisers and publishers, has been set up by former AdMob and Google scientist Kamakshi Sivaramakrishnan in November 2010. She holds a doctorate degree in Information Theory from Stanford University.
Drawbridge aims to solve the two biggest hurdles in mobile advertising â€“ targeting and tracking. The company claims that it is working on developing a first-of-its-kind self-learning cross-device advertising solution that brings desktop-like targeting to mobile advertising.
According to Sivaramakrishnan, "Consumers now have multiple touch points across various screens. We want to leverage this emerging user behaviour and unlock the power of cross-device data to impact targeting in mobile. The Drawbridge platform makes it possible to understand behavior on any device and use those insights to effectively reach mobile audiences."
Matt Murphy, partner at Kleiner Perkins Caufield & Byers, said, "Drawbridge will close that gap by combining the best of both worlds to deliver industry-leading targeting and ROI across the entire digital landscape."