Drawbridge raises $25M because it takes its cross-gadget tech past promoting

Drawbridge raises $25M as it takes its cross-device tech beyond advertising

Drawbridge, a startup that helps companies determine when a single individual is utilizing a number of units, has raised $25 million in Collection C funding.

Each time I write about Drawbridge, I’m contractually obligated to say that the corporate is backed by two of one of the best-recognized enterprise capital companies, Sequoia Capital and Kleiner Perkins Caufield & Byers. For this spherical, Drawbridge again to Sequoia to steer, with Kleiner and one other earlier investor, Northgate Capital, additionally collaborating.

Greater than three years have handed since Drawbridge raised a $14 million Collection B. (It has now raised greater than $forty five million complete.) Founder and CEO Kamakshi Sivaramakrishnan informed me she hadn’t essentially deliberate to attend that lengthy earlier than fundraising once more, however “the timing was good for us,” as a result of the corporate wanted time to broaden its technique, deliver on extra clients and see the thought of cross-system concentrating on turn into “much more mainstream.”

Talking of broadening its technique, stated the funding will permit Drawbridge to “double down” on its enlargement past advert-tech. The corporate was one of many first to work on making a cross-system graph that allowed advertisers to make use of knowledge to focus on shoppers throughout laptops, cell phones, tablets and extra. However now Drawbridge has begun providing this know-how  to non-promoting clients, too.

In any case, one of many huge benefits for an organization like Fb is its knowledge about shoppers throughout units. (Fb can decide this because of consumer logins, whereas Drawbridge has to make use of a “probabilistic” strategy that mixes statistical fashions with consumer conduct to find out when a number of units are more likely to belong to at least one individual.) Sivaramakrishnan is trying to supply that type of information to different corporations for functions like for web site personalization, fraud detection and advertising automation.

“The chance that Drawbridge goes after is: How can we use this elementary asset to energy so many various providers?” she added. “That’s the place our funding goes, into figuring out these classes. We’re going to take a position int it from a product perspective and a gross sales perspective.”

The corporate says that within the final quarter of 2015, it reached an annualized income run fee of $one hundred million — and about half of that didn’t come from promoting. Current companions embrace M&C Saatchi Cellular, Oracle and Lyft.

Drawbridge additionally has international plans. Whereas it already has a small staff in London, Sivaramakrishnan stated she’s trying to increase in each Europe and Asia.

Featured Picture: Drawbridge