news

Drawbridge and mParticle Partner to Make People-Based Identity Management More Accessible for Brands


Drawbridge and mParticle, the leading customer data platform, today announced a partnership that gives brands, developers, and publishers a simplified workflow to enhance and extend their customer data by leveraging the scale and precision of the Drawbridge Connected Consumer Graph®.

This integration simplifies the way brands can share and interact with their data for the purpose of creating custom people-based identity graphs that can be used for such applications as targeted advertising, holistic attribution, content personalization, product recommendations, and more. Leading global brands including Venmo, Starwood, NBCUniversal, Spotify, and Airbnb leverage the mParticle platform to collect and unify their data to create personalized marketing and service experiences for their customers.

“Brands are focused on actionable pathways more than ever, because they recognize that the sooner they can get a more complete understanding of their customers, the sooner they can help drive better experiences across every channel,” said Bhumika Dadbhawala, Head of Business Development for Drawbridge. “That’s what makes this partnership so meaningful for brands and developers – mParticle can serve as the underlying conduit, and help kickstart the process of creating a custom graph.”

“mParticle’s mission is to help marketers create seamless, one-to-one experiences for their customers,” said Dave Myers, co-founder and COO of mParticle. “With this integration, marketers using mParticle and Drawbridge can create personalized experiences faster without consuming engineering resources.”

 How it works:

  1. When a brand, developer, or publisher that has implemented the mParticle SDK wants a custom Connected Consumer Graph from Drawbridge, it notifies mParticle.
  2. mParticle passes the appropriate data to Drawbridge (typically mobile device IDs or cookies), without any additional development work required by the brand.
  3. Drawbridge ingests the data, builds a custom graph, and passes the expanded dataset back to the brand.

The Drawbridge Connected Consumer Graph is the industry’s largest and most precise people-based identity solution available, and helps brands and enterprises deliver better customer experiences to over a billion consumers around the world. 

Events

Digital Marketing Masterclass, April 12, San Francisco

Read More >

Events

Mobile Marketing Summit, March 15, Chicago

Read More >

Social

"...retailers in the know are embracing new digital tools to help gather consumer information and improve the shopp… https://t.co/QkVGAk6fWY

Social

There's a lot of chatter about people-based marketing, but as Brian Ferrario writes, it all comes down to one key element: identity.