Observed Signal · May 29, 2019 · Acquisition · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
LinkedIn acquires Drawbridge to expand marketing solutions
LinkedIn announced it will acquire Drawbridge, a provider of cross-device advertising solutions, to expand its marketing capabilities. The move aims to improve cross-device measurement and audience understanding within LinkedIn’s platform. Tomer Cohen, LinkedIn’s VP of Product, posted the news, noting that LinkedIn Marketing Solutions grew 46% in revenue year over year, underscoring demand for precise targeting. Drawbridge’s technology, which LinkedIn plans to integrate into Marketing Solutions, includes Full-Resolution Identity, which connects and unifies customer data to give advertisers a complete view of the people they want to reach, enabling personalized experiences and campaign ROI measurement across desktop and mobile. Drawbridge is known to work with partners and customers including Adobe, IBM, The Trade Desk, Samsung, and Criteo. LinkedIn emphasizes that customers and members will retain control over data shared with the platform.
Acquisition expands LinkedIn's marketing capabilities and cross-device measurement; industry impact moderate.
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Key Takeaways & Evidence Grounding
- LinkedIn announces acquisition of Drawbridge
- Drawbridge provides cross-device advertising solutions and identity tech
- LinkedIn Marketing Solutions revenue grew 46% year over year
- Drawbridge Full-Resolution Identity unifies customer data for cross-device measurement
- LinkedIn to integrate Drawbridge technology into Marketing Solutions; partners include Adobe, IBM, The Trade Desk, Samsung, Criteo
Connected Companies & Entities
6 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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