In the Changing Cross-Device Identity Graph, Devices Just One Part of the Audience Equation - eMarketer
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eMarketer Interview

In the Changing Cross-Device Identity Graph, Devices Just One Part of the Audience Equation

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An interview with

Rahul Bafna

Vice President, Product Management and Partnerships, Drawbridge

Interview summary

Demand for cross-device identification capabilities is expanding on both the buyer and seller sides, according to Rahul Bafna, vice president of product management and partnerships at identity solutions provider Drawbridge. eMarketer’s Lauren Fisher spoke with Bafna about the changing shape of the identity graph—the collection of all known device identifiers and data about specific individuals—and the issue of data quality.

Interview

eMarketer: What capabilities are in demand for cross-device targeting?

Rahul Bafna: Over the past several months, we saw some companies start to evaluate multiple identity graphs before they decide to license one. It’s not that the focus has shifted away from scale and precision, but externally the conversation is now more about gaining access to these identity graphs and the useful attributes within the graph.