Programmatic Lunch

Drawbridge and Cuebiq team up to extend cross-device reach and offline attribution

Tyrone Stewart

Drawbridge CuebiqPeople-based identity management company Drawbridge has partnered with Cuebiq, a location intelligence and measurement firm, on cross-device reach and attribution.

The partnership aims to extend Cuebiq’s native mobile audience reach across multiple devices and deepen Drawbridge’s offline attribution capabilities. It will combine the power of Cuebiq’s location intelligence with Drawbridge’s Connected Consumer Graph for cross-device targeting and measurement.

“Cross-channel attribution is crucial for marketers, yet the CMO Club indicates that nearly two-thirds are unable to map the customer journey across platforms – that’s a disconnect that we’re hoping to eliminate in partnership with Cuebiq as we make enhancements to our offline attribution suite,” said Justin Civello, director of product partnerships at Drawbridge. “Our clients in the retail, QSR, CPG, entertainment, auto, tourism, and other verticals can now benefit from real-time measurement and in-flight cross-device optimization thanks to Cuebiq’s sophisticated methodology and mobile footprint.”

Cuebiq will leverage the Connected Consumer Graph, while Drawbridge will use Cuebiq’s footfall attribution solution for real-time measure and in-flight optimisation. The Connected Consumer Graph boasts over 1.3bn consumers across 3.6bn devices. Cuebiq’s dataset includes visibility into more than 61m monthly active mobile users.

“As today’s consumers don’t divide their digital and offline lives, customer journey mapping across physical and digital channels is no longer a nice-to-have for marketers,” said Antonio Tomarchio, Cuebiq CEO. “Drawbridge is the leader in cross-device, and we’re excited to have this deep partnership that will help our brand and agency partners better reach and measure consumers across every channel.”

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