LinkedIn Buys Drawbridge as It Looks to Ramp Up Its Marketing Solutions Offering

Professional networking site to step up cross-screen measurement play with latest purchase

Drawbridge initially launched with the promise of helping advertisers to better understand how mobile advertising performs. - Credit by Getty Images
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LinkedIn will purchase Drawbridge for an undisclosed fee. While financial details of the intended deal were not publicly disclosed, but Tomer Cohen, vp of product at LinkedIn who announced the planned deal earlier today via a blog post, boasted that his division of the company is experiencing a growth at a rate of 46% year-over-year.

“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,” he wrote.

In 2016, Drawbridge was one of the first high-profile ad-tech companies to confirm that it was to close its European media-buying operations ahead of the enforcement of GDPR there.

It has since doubled down on “privacy-safe identity” solutions, said CEO Kamakshi Sivaramakrishnan in a statement that also revealed Drawbridge was selling its managed service business to Gimbal.

In August 2018, it raised $15 million, bringing its total funding to $70 million.

The deal has yet to close, but Cohen was eager to highlight how the integration of the company, which helps advertisers better understand how their ads perform across screens and dates back to 2012, will enhance LinkedIn Marketing Solutions’ offering.

“We will continue to maintain the strong controls our members and customers have over the data they choose to share with us,” Cohen’s blog post goes on to read.

The news comes just weeks after the Microsoft-owned professional network announced it was to launch a suite of new ad targeting options, including lookalike modeling, user-targeting based on data from the Bing search engine and interest-based targeting capabilities.


@ronan_shields ronan.shields@adweek.com Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.
Publish date: May 28, 2019 https://dev.adweek.com/programmatic/linkedin-buys-drawbridge-as-it-looks-to-ramp-up-its-marketing-solutions-offering/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT