Gimbal, the well-known Qualcomm spinoff, has acquired the managed media business unit of Drawbridge, a digital identity management company.
In late 2016, Gimbal itself was acquired by The Mobile Majority, a Los Angeles-based mobile advertising firm. In addition to developing and selling beacons, Gimbal has a entire location service infrastructure that was added to the media buying platform of The Mobile Majority.
The company plans to combine its first-part location data with Drawbridge’s identity graph so brands can reach consumers who definitively visit physical locations across all their devices, according to the Gimbal announcement.
"Drawbridge was founded with the belief that artificial intelligence and machine learning can be leveraged for building identity technologies at scale," stated Drawbridge founder and CEO Kamakshi Sivaramakrishnan.
The purchase enhances Gimbal's ability to connect places with people with universal identity for campaigns across mobile, tablet, desktop and connected TV inventory.
"Gimbal has seen the impact high-quality location data have on showing consumer intent and attribution for marketers with a physical component,” stated Gimbal CEO Rob Emrich. “Brands want to know they aren't serving ads to random devices.”