LinkedIn promises marketers better reach and attribution with Drawbridge acquisition

Josh Hall's picture

LinkedIn has announced that it will buy customer identity management platform Drawbridge, in a move that the professional social network says will improve its offering to marketers.

California-based Drawbridge uses AI and machine learning techniques to enable businesses to perform and streamline tasks across marketing and customer experience.

In a blog post, LinkedIn VP of product Tomer Cohen said the acquisition will improve marketers' reach on the network, as well as campaign measurement.

Cohen said: “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.”

The acquisition follows a series of recent additions to LinkedIn's Marketing Solutions offering. In November the network revamped its Pages, with new features that it says will help companies "foster constructive conversations." The company has also recently launched new customisation options in its Campaign Manager tool.

According to Cohen, these changes have helped LinkedIn Marketing Solutions achieve 46 per cent year-on-year revenue growth, while 78 per cent of B2B marketers rate LinkedIn as "the most effective social media platform at helping their organisation achieve specific objectives."

The cost of LinkedIn's acquisition of Drawbridge has not been disclosed.

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