Identity management becomes accessible with Drawbridge and mParticle partnership

Anne Freier

In Mobile Advertising

February 9, 2018


Drawbridge, the identity management company, has just partnered with customer data platform mParticle to offer brands, developers and publishers a simpler workflow. The partnership aims to encourage clients to increase the use of customer data. Advertisers will be given access to Drawbridge’s Connected Consumer Graph to do so.
Through the integration, brands get to share and interact with their data more easily to create customized people-based identity graphs. In turn, these can be used for targeted ads, holistic attribution, content personalization, product recommendations and more.
Bhumika Dadbhawala, Head of Business Development for Drawbridge, explains:

“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. 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.”

Among the brands which are already using mParticle’s platform are Venmo, Starwood, NBCUniversal, Spotify, and Airbnb.
The implementation process is fairly straightforward. A brand or publisher implements the mParticle SDK and notifies the company that they wish to use a Connected Consumer Graph from Drawbridge.
mParticle then passes the data to Drawbridge and a custom graph is created.

“mParticle’s mission is to help marketers create seamless, one-to-one experiences for their customers,” adds 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.”