Drawbridge provided probabilistic cross-device identity matching that enabled advertisers to track and target users across multiple devices without requiring login data, using advanced machine learning algorithms.
Last updated Mar 8, 2026 by AI Enrichment
Leading cross-device identity resolution provider before acquisition
Drawbridge was a cross-device identity resolution and advertising technology company founded in 2010 that pioneered probabilistic matching technology to identify users across smartphones, tablets, desktops, and connected TVs. The company's platform enabled advertisers and marketers to understand consumer behavior across devices without relying on deterministic identifiers like logins, using machine learning algorithms to analyze billions of data points including device characteristics, location patterns, and browsing behaviors. Drawbridge competed in the identity resolution space alongside companies like Tapad and CrossWise, serving major brands and agencies seeking to deliver consistent cross-device advertising experiences. In February 2019, LinkedIn acquired Drawbridge to enhance its B2B advertising capabilities and cross-device targeting solutions. The acquisition allowed LinkedIn to strengthen its advertising technology stack and improve attribution and measurement for advertisers on its platform. Following the acquisition, Drawbridge's technology was integrated into LinkedIn's advertising infrastructure, and the company ceased operating as a standalone entity. The Drawbridge brand and independent platform were discontinued as its capabilities were absorbed into LinkedIn Marketing Solutions, which is part of Microsoft's ecosystem following Microsoft's 2016 acquisition of LinkedIn.
Probabilistic identity graph connecting users across smartphones, tablets, desktops, and connected TVs
Cross-device audience segmentation and targeting capabilities for advertisers
Cross-device conversion tracking and attribution analytics