LinkedIn aquires Drawbridge, Inc as part of strategy to boost company’s marketing ROI

Brad Stephenson

The Microsoft-owned LinkedIn today announced the acquisition of Drawbridge, Inc as part of the company’s renewed efforts to boost return on investment and efficiency of the service’s marketing and promotional tools.

“As part of our continued investment in our technology platform, today we are announcing that we have entered into an agreement to acquire Drawbridge, Inc. We believe Drawbridge’s team and technology will allow us to accelerate the capabilities of our Marketing Solutions platform, helping our customers better reach and understand their professional audiences and measure the ROI of their campaigns across mobile and desktop,” LinkedIn’s Tomer Cohen wrote in an official statement.

“As we integrate Drawbridge’s technology into LinkedIn following the closing of the transaction, we will continue to maintain the strong controls our members and customers have over the data they choose to share with us.”

Drawbridge was founded in 2011 and is a tech company that focuses on identity management and specialises in matching individuals across platforms to serve users ads that are most-relevant to them via their people-based identity graph.

Microsoft acquired LinkedIn back in 2016 for $26.2 billion.

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