Crosswise: Identifying the users in the crowd [Geektime Conference]
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Photo Credit: Shutterstock

Today, although users are being identified and tracked on their mobile by advertising companies, the second a user switches devises advertisers lose the scent

Photo Credit: Shutterstock

Photo Credit: Shutterstock

Most users today have multiple devices for surfing the web, chatting with friends, and of course, catching up on various social networks. While this is a good thing for the users, who can now update statuses from the bed – for advertisers it’s a significant problem, since they lose the identity of the users during their transition, and thus, can’t offer the best ads for them.

The Israeli startup Crosswise is interested in helping media companies to identify the users even when they’re moving between a variety of devices, thus improving their advertising capabilities.

Identify the user in the crowd

Whether you choose to browse through your laptop, your tablet or smartphone, the various media companies want to know what you’re using in order to show you the most appropriate ads, that will make you click and hopefully open your pocket.

Today, every website or application contains different elements from the advertising world, and although the user is being identified by them, they lose track of the user as soon as they move to another device. For the media companies, this means they can’t verify whether their campaigns are working, and they also can’t segment the users in the best possible way. This is where Crosswise comes in, allowing those companies to identify the whole set of devices of a specific user, without jeopardizing privacy.

The technology developed by the Crosswise makes it possible to link between users and their devices, in accordance with the massive information flow that entails, such as the location of the device, existing applications, usage patterns, sites visited and even the generated pressure when users press the screen.

That’s how Crosswise can identify the user in the crowd and pass the information to the company’s customers. It’s important to clarify that the company is not working directly with the advertisers, but offers its services to various advertising companies, such as DSP, DMP, ReTargeters, Affiliates platforms and other representatives, and they provide the services to the advertisers themselves.

Staying neutral

Crosswise was founded in August 2013 by Steve Galanz, Jonathan Zeidner and Ron Reiter. The company’s offices are in Tel Aviv and they recently completed a financing round of $2 million from Giza Ventures, Horizons Ventures, OurCrowd and several other Angel investors.

According to the company, its main differentiation from its competitors in the market is that it prefers to remain neutral in the advertising industry. The company believes that it should not compete with the advertising companies, and so it doesn’t buy media, doesn’t provide analytics services and doesn’t create crowd segments. Instead, the company focuses on creating the most accurate ‘Device Graph’ possible.
In other words, the company’s service is offered to the advertising providers and not to the end users or advertisers, so it can offer the most relevant information to its customers without any conflict of interest.

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Henn Idan

About Henn Idan


Lover of gadgets, apps and technology in general. Somehow among her many activities, which include, destroying cellular devices for the sake of science and an obsessive preoccupation with social networking, Idann finds time to write an article or two for Geektime on new applications, promising startups and product reviews for pretty much every new gadget that has ever hit the market – ever.

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