TrustedStack

Cross-Device Opportunities On The Other Side Of The Pond

Drawbridge, a San Mateo-based provider of cross-device identity, positions itself as a democratizer of cross-device connectivity for inventory not on Facebook by using non-PII data and probabilistic device matching. It opened a UK office in December 2013, and the European team began scaling around March–April, with two senior salespeople and a senior accounts director. Drawbridge pursues platform-style deals via agencies such as Starcom MediaVest, Mediacom, Somo and Amnet Group, focusing on Europe where it targets about 1 billion users and 3 billion devices globally. The company has a roadmap including intent data, offline-to-online connections, and some connected-TV partnerships. It is backed by Sequoia, Northgate Capital and Kleiner Perkins Caufield & Byers, with roughly $20.5 million raised across two rounds, the latest a Series B. In September, it launched an analytics feature; privacy is built on anonymous data with opt-outs across devices via TRUSTe.

AppNexus Announces The Launch Of Its App Marketplace - ExchangeWire.com

AppNexus has announced the launch of its App Marketplace, an open platform intended to host applications built by ad tech providers and distributed through the AppNexus network. The first AppNexus Apps partners include Brilig, eXelate, Lotame, Proximic, uKnow and TARGUSinfo, with Evidon and TRUSTe also lined up. BlueKai, Peer39, Crystal Semantics and CPX Interactive are expected to launch shortly, and plans exist for apps from rich media vendors and other providers. AppNexus CTO and co-founder Mike Nolet called Apps a huge step forward for the industry and said the marketplace would help connect the ad tech ecosystem and drive online advertising innovation. The article suggests opportunities for vendors to reach buyers across US, EMEA, LATM and APAC through distributed apps and potentially reduce sales overhead. It also notes debates about Google’s broader stack ambitions and the uncertain early uptake of an open platform for apps.

Weve Bids To Woo Brand Spend To Mobile With Verified First-Party Data - ExchangeWire.com

Weve, a joint venture between EE, O2 (Telefonica) and Vodafone, piloted a three-month mobile display advertising program with Tesco. The trial targets 22 million subscribers (about 80% of the addressable market) and uses Weve's verified first-party data for audience targeting, with campaigns sold on a CPM basis. Inventory is sourced programmatically via ad exchanges, using Adfonic's Madison as the DSP, while Weve builds its own technology stack. The approach aims to reduce wastage by targeting through first-party data, including gender, age, and location, and to enable cross-reference with brand CRM databases. The initiative emphasizes brand safety with manually vetted inventory, and signals potential expansion to premium publishers and broader IAB formats as mobile programmatic advertising grows. Privacy concerns are acknowledged, reflecting industry-wide reader anxieties, per Truste data cited in the piece.