By Jessica Leber, Technology Review
As consumers fragment their attention across many devices, businesses will need to deliver more effective mobile advertising to bring in revenue. Kamakshi Sivaramakrishnan calls herself an “advertising quant.” Most people with a PhD in her field of information theory are recruited onto Wall Street if they decide to leave the halls of academia, she says. She chose to go into advertising instead, and, with her startup, Drawbridge, is applying her expertise to a problem central to the bottom line of a wide swath of digital companies: how to make advertising pay as audiences move over to mobile devices. Founded in 2010, Drawbridge is using statistical methods that rely on anonymous data to track people as they move between their smartphones, tablets, and PCs.
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