Drawbridge, a startup founded by former Google and AdMob scientist Kamakshi Sivaramakrishnan has officially come out of stealth and announced $6.5 million in Series A funding from Silicon Valleys premier venture capitalists, Kleiner Perkins Caufield & Byers and Sequoia Capital. Drawbridge aims to solve the two biggest hurdles in mobile advertising today: targeting and tracking. The company is developing a first of its kind self-learning cross-device advertising solution that brings desktop-like targeting to mobile advertising.
Desktop advertising is over a $30 billion industry; mobile advertising is still only a small fraction of that size. In order for mobile to take off and grow to its full potential, Drawbridge aims to solve mobile advertising’s biggest obstacles. Today, there is a big disparity between the sophisticated targeting and performance metrics for the desktop, and the relative absence of these capabilities for mobile display advertising. Drawbridge bridges this gap.
“Today, targeting in mobile display advertising is more about the device than the audience behind it,” said Sivaramakrishnan, founder and CEO at Drawbridge. “Consumers now have multiple touch points across various screens. We want to leverage this emerging user behavior 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.”
Drawbridge’s approach to targeting mobile audiences is unique in its ability to draw from vast amounts of anonymous cross-device data to achieve extraordinary precision and granularity. This creates a more relevant and personalized experience for users, improved ROI for advertisers, and better monetization for publishers.
“Kamakshi and her team have many of the same qualities I witnessed in Omar Hamoui and his team when we partnered with AdMob six years ago,” said Jim Goetz, partner at Sequoia Capital. “They have a game-changing technology, a strong focus on engineering, and virtually instant traction with advertisers and publishers.”
Kamakshi Sivaramakrishnan founded Drawbridge in November 2010. She is an expert in machine learning and was lead scientist at AdMob, which was acquired by Google in 2010. Sivaramakrishnan has a doctorate in information theory from Stanford University.
AdMob pioneered mobile display advertising, but since then, there have been no significant advancements in targeting capabilities. Drawbridge brings the innovative technology, and understanding of data that is necessary to solve this problem. Drawbridge’s cross-device advertising platform is currently in beta.
More about Drawbridge here.
Kamakshi Sivaramakrishnan on the Panel of GirlsinTech‘s “Net Effect: The Impact of Women on the Web — Start-up Edition“.