How SilverPush is Revolutionizing Cross-Device Advertising with Ultrasonic Technology
In today’s multi-device world, advertisers face a significant challenge: tracking user behavior across desktops, smartphones, and tablets. Mobile advertising startup SilverPush claims to have developed the most accurate solution yet - using inaudible ultrasonic sounds to create seamless cross-device connections.
The Mobile Tracking Challenge
With traditional cookies ineffective on mobile devices, companies have sought alternative methods:
- Behavioral analysis: Firms like Drawbridge (backed by Kleiner Perkins and Sequoia) use statistical models to link devices based on usage patterns
- Technical limitations: Mobile environments lack persistent identifiers, making accurate tracking difficult
SilverPush’s Innovative Approach
SilverPush’s technology works through a unique audio-based system:
- When users encounter a SilverPush advertiser online, the system:
- Places a standard cookie on the computer
- Simultaneously plays an ultrasonic audio beacon (inaudible to humans)
- Any mobile device with a SilverPush-enabled app can detect these signals
- The system matches devices when they “hear” the same beacon
“It’s about creating a seamless connection between devices without compromising performance,” explains Hitesh Chawla, SilverPush co-founder and CEO.
Privacy Considerations and Technical Specifications
The technology raises important questions:
- Privacy safeguards: SilverPush emphasizes they don’t collect actual audio data - only device identification codes
- Technical limitations:
- Works best when devices are in close proximity
- Background noise doesn’t significantly impact detection
- Compatible with both iOS and Android platforms
SilverPush is collaborating with the Mobile Marketing Association to establish privacy guidelines for this emerging technology.
Current Adoption and Future Potential
Several major brands and platforms are already utilizing SilverPush’s technology:
- Major advertisers: Procter & Gamble, messaging app Line
- Mobile publishers: Primarily game developers
- Future applications: Potential use in television advertising
The company secured $1.5 million in funding earlier this year from investors including IDG Ventures and 500 Startups, signaling strong industry confidence in their innovative approach to cross-device tracking.
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