Drawbridge and TiVo Research Partner to Link TV and Digital for Cross-Channel Reach and Attribution

Drawbridge, the leading cross-device technology company, and TiVo Research, a subsidiary of TiVo Inc., today announced a new relationship that extends Drawbridge’s cross-device capabilities to include TV viewership data as targetable attributes across digital devices. Brands can now use the Drawbridge Cross-Device Platform to reach segments of consumers based on TV shows or commercials watched, as modeled based on anonymized single-source TV viewership data reported by TiVo Research, enabling marketers to reach consumers in a truly cross-device and cross-channel manner. In addition, the partnership enables brands to leverage the Drawbridge Connected Consumer Graph™ to understand how reach on TV influences offline actions, such as store visits and purchases.
 
“Understanding the full view of a consumer across digital devices and into offline channels is critical to optimizing and maximizing a brand’s return on marketing investment,” said Drawbridge VP of Product Management and Partnerships, Rahul Bafna. “By adding TV viewership data into the Connected Consumer Graph, Drawbridge provides marketers with a scalable and accurate cross-channel solution for reaching consumers and understanding cross-channel purchase paths.”
 
The two companies also announced that they will be able to measure lift in visits to retail stores after exposure to TV advertisements thanks to Drawbridge’s partnership with Placed, the leader in connecting ads to store visits. The three companies conducted a test that was able to measure lift in visits to retail stores after consumers were exposed to brand messaging on TV. This capability represents a significant addition to the applications of the Drawbridge Connected Consumer Graph, as the company is now able to connect ad exposure on linear TV, via data modeling based on anonymized single-source TV viewership data, to other devices owned by consumers in order to measure the impact of TV on digital and offline sales.
 
“As consumers increasingly adopt multi-channel purchase paths, it is becoming a necessity for marketers to measure the impact of advertising across all channels on visits to physical points of purchase,” said David Shim, Founder and CEO at Placed. “With the world’s largest opt-in location audience, measuring over half a billion first party locations every day, Placed is the currency for actionable offline metrics for marketers. We are excited to partner with Drawbridge to help show the value of connecting the digital and physical worlds with TiVo Research and Drawbridge.”
 
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About Drawbridge
Drawbridge is the leading anonymized cross-device identity company building technology that fundamentally changes the way brands connect with people. The Drawbridge Connected Consumer Graph™ includes more than one billion consumers across more than three billion devices, and was recently found by Nielsen to be up to 97.3% accurate. Brands can work with Drawbridge in three ways: by licensing the Drawbridge Connected Consumer Graph for cross-device data applications; managing cross-device ad campaigns in real-time using the Drawbridge Cross-Device Platform; or working with Drawbridge to execute cross-device campaigns. The company is headquartered in Silicon Valley, is backed by Sequoia Capital, Kleiner Perkins Caufield and Byers, and Northgate Capital, and was named the fastest growing marketing and advertising company and sixth overall on the 2015 Inc. 5000 list. For more information visit www.drawbrid.ge.
 
About TiVo Research and Analytics, Inc.
TiVo Research and Analytics, Inc., a subsidiary of TiVo Inc., is a leading cross media research, measurement and analytics company that provides nationally representative single-source data linked to purchases made at the household level. Advertisers, agencies and television networks utilize the company’s solutions to improve advertising targeting, accountability, and return on media investment. Partnerships with multi-service operators, and proprietary TiVo set-top-box data enable TiVo Research to provide research based on a representative panel of more than 2.3MM in-tab households. The web-based Media TRAnalytics® and TV Health Ratings platforms match the TV and online advertising that households actually receive with the products that the same households actually buy, enabling clients to find “The Right Audience®” while providing an unmatched level of transparency, measurement, media planning/selling, and improved ROI. More information at www.tivoresearch.com.
 
About Placed
Placed is the leader in location-driven insights and ad intelligence. Measuring billions of locations across the world’s largest opt-in location audience, Placed provides the most comprehensive understanding of consumers’ offline behaviors. Connecting the physical and digital worlds, Placed is the industry standard currency for brands, agencies, and publishers to measure ad exposure to store visit, target location at scale, and deliver actionable insights into consumer behavior. Founded in January 2011, Placed is headquartered in Seattle and is backed by Madrona Venture Group and Two Sigma Ventures.
 
Contact
Mike Murphy, Senior Marketing Manager, Drawbridge
mike@drawbrid.ge
 

Contact Information

Mike Murphy

Senior Marketing Manager

Drawbridge

mike@drawbrid.ge