Foursquare Licenses Drawbridge's Cross-Device Identity Data For Location Intelligence

• by Tobi Elkin  @tobielkin, November 4, 2016

Foursquare will license Drawbridge's Connected Consumer Graph to support products that provide insights to marketers, including Foursquare Attribution. Foursquare has had prior experience working with Drawbridge—it partnered with the company nearly a year ago to integrate Drawbridge's cross-device data to improve Pinpoint, its programmatic ad targeting product.

Foursquare markets two consumer apps: Foursquare, a city guide, and Swarm, a check-in app, which are used by more than 50 million monthly active users. By using first-party data from these apps, Foursquare also markets a suite of enterprise and advertising tools, including Pinpoint.

“As a location intelligence company, we’re always looking to deepen our understanding of consumer behavior, and Drawbridge's cross-device data will support that,” Peter Krasniqi, VP, Global Sales Strategy and Operations, Foursquare, told Real-Time Daily via email.  “Foursquare has a subset of the user base authenticated across mobile, tablet, and desktop, which allowed us to evaluate Drawbridge's information. Their scale and precision exceeded our expectations.”

The Drawbridge Connected Consumer Graph includes more than one billion consumers across more than three billion devices.

"We've worked closely with Foursquare as a customer, a partner, and a vendor for years,” Winston Crawford, COO, Drawbridge, told Real-Time Daily via email. “Together, we're helping to dissolve the digital-physical barrier for marketers.”