• by Philip Rosenstein , June 7, 2017

Drawbridge announced it's adding data segments from the app-based mobile audience platform PushSpring to its cross-device advertising platform.

PushSpring's 250 demographic, lifestyle and interest-based audience segments feature data from more than 200 million mobile devices. With this data, Drawbridge can use its Connected Consumer Graph to reach consumers across devices.

Drawbridge has also onboarded client data files from Throtle, an audience data firm.

“The audience data landscape is extremely cluttered, and most of the available data in the marketplace is very similar, if not duplicative, across vendors,” stated Drawbridge's VP of sales for North America, Dini Mehta. “Advertisers need and want to reach consumers based on where they are spending majority of their time, while activating on a particular device at the time they are most likely to convert.”

Spending on mobile devices continues to increase, as Kleiner Perkins Caufield & Byers partner Mary Meeker pointed out in her yearly Internet trends report -- adding to the importance of buttressing cross-device advertising strategies.