Drawbridge Taps Ex-Google Exec Bafna As Product Head

Cross-device targeting firm Drawbridge has brought on another ex-Googler, Rahul Bafna, as vice president of product management. In that role, he will be responsible for defining and executing the company’s product strategy, roadmap and go-to-market plans for current and future technologies.
 
Bafna most recently served in a similar capacity at Flurry, as senior director of product management at the app analytics and advertising firm. Before that, he was lead product manager at Google on AdSense, display advertising and EMEA. He also held a senior position at DoubleClick Ad Exchange.
 
Drawbridge CEO Kamakshi Sivaramakrishnan, formerly lead scientist at Google-owned AdMob, is making a habit of recruiting others with a Google pedigree. Eric Rosenblum, ex-director of product for Google Offers, joined the start-up in September as COO. And former Google and AOL executive Kate Burns was hired to lead its EMEA business in London in October.
 
The company’s technology collects behavioral data from multiple devices and combines it with its own machine-learning algorithms to deliver targeted ads to the same users across mobile, tablet and desktop screens. Earlier this year it raised $14 million in a second-round venture funding from investors including Kleiner Perkins Caufield & Byers and Sequoia Capital.
 
While Drawbridge says its technology involves no personally identifiable information (PII), the growth of cross-device tracking has drawn the attention of policymakers. Sen. Ed Markey (D-Mass.) in October called on the Federal Trade Commission to investigate marketers' ability to track consumers when they access the Web from different computers or devices.
 
Drawbridge says its clients include Square, Groupon and game developer Kabam

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