• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Social

LinkedIn buys Drawbridge to improve ad targeting, attribution capabilities

Drawbridge's technology will be used to help improve reach for LinkedIn's Matched Audiences and Audience Network campaigns - and provide better attribution.

Amy Gesenhues on May 29, 2019 at 1:02 pm
  • More

LinkedIn announced on Tuesday it has entered a deal to acquire Drawbridge, an identity resolution platform that uses AI and machine learning technology to provide marketing, customer experience and security solutions.

Why we should care

With the addition of Drawbridge’s technology, LinkedIn is aiming to boost ad engagement and ROI for marketers.

A LinkedIn spokesperson told Marketing Land that, when integrated into the LinkedIn Marketing Solutions portfolio of products, Drawbridge’s technology will benefit advertisers in two specific ways:

  • Improved reach via LinkedIn’s Matched Audiences and Audience Network campaigns.
  • Better attribution, allowing advertisers to measure the results they’re generating from LinkedIn campaigns across channels and devices.

“Our data shows that mobile accounts for the majority of ad engagement yet most of our conversions happen on desktop. Drawbridge’s technology will help us better connect our mobile and desktop experiences,” said a LinkedIn spokesperson.

LinkedIn has been steadily building out its advertising offerings. Last July, it overhauled its Campaign Manager platform to deliver an objective-based workflow designed for high-volume campaign management. More recently, LinkedIn introduced lookalike targeting and enhanced its interest targeting advertising features .

More on the news

  • LinkedIn said 78% of B2B marketers rate its platform as “the most effective” social network for achieving specific goals.
  • The company is not releasing any financial details on the deal, and but a LinkedIn spokesperson said the specific integration plans will be more clearly defined once the deal closes.
  • LinkedIn reports its Marketing Solutions platform has, “accelerated growth to 46% year-over-year in revenue.”

Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.



About The Author

Amy Gesenhues
Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for MarTech Today, Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

Related Topics

Channel: Martech: SocialLinkedInMarketing Tools: Social MediaSocial Media Marketing

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • The 7 Phases of a Website Redesign
  • Rearchitecting Revenue: Accelerating Demand Through Data
  • Save Your Marketing by Fixing Bad Data, First
  • Precision Demand Generation: Create Meaningful Connections With Your Buyer
  • The Media-First Approach Why visual media must be a primary consideration for e-commerce businesses
See More Whitepapers

Webinars

  • The AI Revolution Is Coming to Every Stage of Your Buyer’s Journey
  • The Fundamentals of Link Building for E-Commerce & Affiliate Sites in 2021
  • Your Customer is Calling: Make the Most of Your Marketing Spend with Call Tracking
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Register For MarTech - Free

Receive daily martech news and analysis.

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2021 Third Door Media, Inc. All rights reserved.