In a bid to upgrade its ad offerings, business networking platform LinkedIn just recently bought AI startup company Drawbridge.
By adding Drawbridge, LinkedIn claims it can better serve clients who advertise on the platform. With Drawbridge’s AI, advertisers on LinkedIn will have the benefit of obtaining valuable data on their target audience, while measuring the ROI on the ads they create and publish on LinkedIn.
In a recent blog post, LinkedIn VP for Products Tomer Cohen announced the acquisition and revealed that LinkedIn has grown its marketing solutions revenue by 46% since it was first offered. Cohen also expressed optimism that both the acquired company and its team would allow LinkedIn to improve the capabilities of its marketing solutions, help customers better understand their audiences and offer a way to measure their advertisers’ ROI whether they be on desktops or mobile devices.
Drawbridge was founded by Kamakshi Sivaramakrishan in 2011 and received $69 million in funds from Sequioa Capital and Kleiner Perkins. On its website, Drawbridge counts other tech giants as its clients; the list includes Salesforce, IBM, Adobe, Oracle and AppNexus.
For more details on this story, read it in full here: https://www.thedrum.com/news/2019/05/29/linkedin-adds-ai-startup-drawbridge-its-ad-offerings-help-customers-understand-data
Knowing that LinkedIn is making such an upgrade to its marketing solutions, would you be more or less inclined to avail of them? Are you already advertising on LinkedIn? Tell us your comments and experiences with LinkedIn marketing solutions in the comments!