Advertisement targeting startup Drawbridge is introducing a tool to allow mobile marketers to retarget ads from mobile applications when users head to a mobile Web page. Founder and CEO Kamakshi Sivaramakrishnan says the tool is aimed at doing away with the "iron wire" separating mobile applications and websites. One test campaigns from a company looking to bring lapsed users back to its website reached a 100% return on its ad spend in under a month, Sivaramakrishnan said.

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