Publish your content on The Drum

Adverts will soon be able to follow mobile users across different devices

Mobile advertising company Drawbridge has created a new database which gathers information on mobile users' browsing habits through analysis of cookies.

An anonymous user profile is generated after analysing data on a person's use across several devices and monitoring their browser type and time spent on websites.

This information will then be used to target them with advertisements relevant to their interests which will "follow" users across different devices.

The company has thus far created profiles connecting 200 million users.

A spokesman for the UK's Information Commissioners Office, which oversees what is done with personal data, told the BBC that Drawbridge would have to ensure certain safeguards were kept before any UK launch and that the data would have to be truly anonymised and individual identities should not be revealed,

By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy