LinkedIn acquires AI startup Drawbridge to ramp up its marketing solution

LinkedIn has announced that it has acquired artificial intelligence (AI) startup Drawbridge to help its users better reach and understand their audiences.

The Microsoft-owned professional networking platform will integrate Drawbridge’s technology into its Marketing Solutions platform.

This will allow LinkedIn users to better measure the return on investment (ROI) of their campaigns across mobile and desktop.   

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“We believe Drawbridge’s team and technology will allow us to accelerate the capabilities of our Marketing Solutions platform,” Tomer Cohen, Vice President of Product at LinkedIn wrote in a blog post.

“As we integrate Drawbridge’s technology into LinkedIn following the closing of the transaction, we will continue to maintain the strong controls our members and customers have over the data they choose to share with us.”

Cohen also highlighted how LinkedIn Marketing Solutions has seen 46% revenue growth year-on-year.

Founded in 2011, Drawbridge uses AI and machine learning technology to build identity solutions that connect, unify and enhance customer data.

According to Geekwire, the firm has raised just under $69mn as a private company, receiving capital from both Sequoia and Kleiner Perkins.