In an effort to bolster its ads technology, LinkedIn this week announced an agreement to acquire ad-tech company Drawbridge Inc.
In a post on its Marketing Solutions Blog, LinkedIn’s VP of Product, Tomer Cohen announced that the professional network will be acquiring Drawbridge Inc. an “identity management company” operating out of San Mateo, California.
As explained by Cohen, LinkedIn believers that Drawbridge’s team and technology will help it “accelerate the capabilities of [its] Marketing Solutions platform, helping [its customers better reach and understand their professional audiences and measure the ROI of their campaigns across mobile and desktop.”
The move is part of LinkedIn’s recent drive to invest further in its ads technology and to build up new tools that help businesses become more successful on its platform and advertisers get better results with their marketing efforts.
LinkedIn’s Marketing Solutions division is now gaining momentum and has grown to 46% year-over-year in revenue.
The platform recently launched objective-based advertising in its Campaign Manager and a brand new Pages experience to help businesses better connect with their customers.