Tokyo, November 27, 2018 - A global market research and digital marketing solutions provider Macromill, Inc. (Macromill) announced today that it has introduced the “Connected Consumer Graph ® (hereinafter referred to as ‘Consumer Graph’)” from Drawbridge Inc. through Mitsui & Co., Ltd. This is the first time a Japanese market research company has adopted the industry-leading cross-device matching technology*1, which provides the world’s highest level of matching precision*2 . Through the alliance, Macromill will amplify its proprietary panel data to provide richer and more people-focused data, thereby further bolstering its DMP (Data Management Platform)*3 solution.
With the increasing number of multiple-device users, there has been a new demand in the field of marketing research for cross-device matching technology that can unify and optimize consumer data across various communication platforms. This includes a need for a DMP solution that is capable of synthetically managing and analyzing such data to provide a better people-based marketing approach rather than a device-based approach.
To meet such growing demand, Macromill has identified Drawbridge’s Consumer Graph as the ideal solution to further strengthen its current DMP offer. Consumer Graph estimates multiple digital device IDs from various parameters, and then connects those devices to consumers.
In recent years, Macromill has been offering its proprietary panel data with consent to enrich the clients’ DMP database. We have also used our expertise in survey and data analysis, providing a consultancy service to help clients develop their DMPs. By introducing Drawbridge’s cross-device matching technology, Macromill can further maximize its data provision, and also connect various data among companies via the Drawbridge user ID.
In addition to its proprietary panel data, Macromill has access log data (approx. 10 billion impressions per month) gathered from third-party websites. By connecting these proprietary data with Consumer Graph, Macromill can amplify such data as cross-device data of Cookie and Mobile Ad ID and provide them to clients’ DMP. (See Figure 1)
Figure 1. Cross-device matching with Consumer Graph
Through the Drawbridge user ID, data can be easily connected among companies. In addition to the client’s DMP data, external data such as offline information including geo-fencing information, online access logs and app access logs can be connected via the Drawbridge user ID, thereby realizing more multi-faceted user data analysis. (See Figure 2)
Figure 2. Using Drawbridge to maximize multiple data sets
In addition to DMP, Macromill and Drawbridge will work together to verify and implement the cross-device matching technology in Macromill’s online market research to improve the data of ad exposers and non-exposers. This will improve the accuracy of Macromill’s online ad effectiveness measurement services.
*1 By Internal Research
*2 Matching Precision is 97.3% （Nielsen）
Source：WebWire “Drawbridge Cross-Device Connected Consumer Graph Is 97.3% Accurate”
*3 DMP: Abbreviation for Data Management Platform. A data platform that collects and analyzes an enormous volume of data from various sources owned by advertisers/media/E-Commerce websites to be utilized for marketing purposes.
Macromill is a rapidly growing global market research and digital marketing solutions provider. We bring together the collective power of our specialist companies to provide innovative data and insights that drive clients’ smarter decisions. Macromill’s industry-leading digital research solutions deliver rapid and cost-effective solutions to the challenges businesses face today. Headquartered in Tokyo and Rotterdam with over 40 offices across the Americas, EMEA and Asia, Macromill serves more than 4,000 brands and agencies in more than 90 countries with over 2,100 experts worldwide.
Macromill Group companies include: Macromill, Inc., Dentsu Macromill Insight, Inc., M-Cube, Inc., M-Promo, Inc., Macromill Carenet, Inc., Macromill Embrain Co., Ltd., MetrixLab B.V., Oxyme B.V., Precision Sample, LLC, Centan Inc. and H.M. Marketing Research, Inc. For more information, please visit our Macromill Group website https://group.macromill.com
Drawbridge is the leader in identity resolution that helps customer-obsessed companies connect, unify, and supercharge their data to deliver unparalleled experiences with unmatched clarity. Drawbridge uses large-scale AI and machine learning technologies to build democratized solutions for identity to power martech, customer experience, and security applications. Drawbridge is backed by top VCs and strategic investors, including Sequoia Capital, Kleiner Perkins, and Northgate Capital. Find out why wonder, delight, and amazement all start with Drawbridge Identity at https://www.drawbridge.com/