Unified cross-device identity resolution using probabilistic matching and machine learning to enable accurate audience targeting and attribution across all digital touchpoints without requiring user logins.
Last updated Feb 8, 2026
Leading independent cross-device identity resolution provider before acquisition
Drawbridge was a cross-device identity resolution and advertising technology platform that pioneered probabilistic matching techniques to connect user interactions across multiple devices including smartphones, tablets, desktop computers, and connected TVs. The company developed sophisticated machine learning algorithms to create unified consumer profiles without relying on deterministic identifiers like logins, enabling advertisers to deliver consistent messaging and measure campaign effectiveness across the fragmented digital landscape. Drawbridge's technology was particularly valuable for brands and agencies seeking to understand the complete customer journey in an increasingly multi-device world. The company was a significant player in the identity resolution space during the mid-2010s, competing with both deterministic approaches (like those used by Facebook and Google) and other probabilistic solutions. Drawbridge served major brands, agencies, and demand-side platforms (DSPs) with its cross-device graph and targeting capabilities. In 2019, Drawbridge was acquired by LinkedIn (owned by Microsoft), which integrated its cross-device technology into LinkedIn's advertising platform to enhance audience targeting and measurement capabilities for B2B and B2C advertisers.
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