On February 7, 2018, Drawbridge has announced a partnership with mParticle “that gives brands, developers, and publishers a simplified workflow to enhance and extend their customer data.” 

The company explained that 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.”

As to how the process will work, the press release explained that when a brand, developer, or publisher that has implemented the mParticle SDK wants a custom Connected Consumer Graph from Drawbridge, it notifies mParticle. mParticle then passes the appropriate data to Drawbridge (typically mobile device IDs or cookies), without any additional development work required by the brand. Lastly, Drawbridge ingests the data, builds a custom graph, and passes the expanded dataset back to the brand.

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