移动广告的前景：挖掘数据，精耕细作

    到目前为止，Drawbridge已经配对了4.71亿部设备，产生了数亿个桌面和移动用户档案。旅游预订服务网站Expedia已经在尝试Drawbridge的广告解决方案。这家创业公司的下一步是什么？更深入地挖掘用户数据，告诉营销人员各种信息，比如某人重复登录某网站的频率，以及他们在登录后，是从移动端还是从桌面端进行浏览或点击。西瓦拉马克莱斯娜估计，他们目前的广告解决方案能够使广告活动的效果提高3倍。

    考虑到创始人的敬业精神，Drawbridge的员工们应该很快就能实现这个目标。在公司成立之初，异常勤奋的西瓦拉马克莱斯娜鼓励员工周末加班，她甚至想过是否在圣诞节时让员工放假。西瓦拉马克莱斯娜在其破旧的1990年款丰田科罗拉因为事故而彻底报废后，才最终换了辆新车。“她太忙了，没时间去买车。”凯鹏华盈合伙人和Drawbridge投资人马特•墨菲笑着说。墨菲曾提出帮她买一辆（但他最后没有这么做）。

    对于墨菲来说，这只是让西瓦拉马克莱斯娜可以继续工作而付出的小小代价。墨菲解释说：“她正在解决一个大问题。坦白地讲，这个问题对其他人来说极其困难。”（财富中文网）

    译者：千牛絮

    The startup has paired over 471 million devices so far, yielding complete desktop and mobile user profiles that number in the hundreds of millions. Travel booking site Expedia (EXPE) is already testing Drawbridge's ad solutions. Drawbridge's next step? Drilling deeper into user data and being able to tell marketers things like how often someone comes back to a web site and once they return, whether they're viewing or clicking from mobile or desktop. Already, Sivaramakrishnan estimates their current ad solutions can offer marketing campaigns as much as 300% in boost.

    Given its founder's dedication, the Drawbridge crew should get there quickly. When she first started, the committed Sivaramakrishnan encouraged people to come into the office on weekends and even wondered whether it was OK to give employees Christmas Day off. Indeed, it was only after her beat-up 1990 Toyota Corolla got totaled in an accident did Sivaramakrishnan finally get a new car. "She was so busy she couldn't buy one," chuckles Matt Murphy, a Kleiner Perkins partner and Drawbridge investor, who offered to purchase one for her. (He ultimately didn't.)

    To Murphy however, that would have been a small price to pay so Sivaramakrishnan could continue her work. Explains Murphy: "She's going after a big problem that frankly, is going to be extraordinarily hard for others replicate."