LinkedIn acquires Drawbridge | Social Media Training

LinkedIn news

29th May, 2019

LinkedIn has been on the acquisition trail again (it's 22nd acquisition!) and bought Drawbridge in a deal that LinkedIn say will strengthen the marketing solutions offer for advertisers.

At only 8 years old, Drawbridge has made a name for itself by using algorithms to identify the same user across multiple platforms (i.e. browsing on your desktop, laptop, mobile, tablet and other devices).

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LinkedIn is likely to use the acquisition to aid advertisers in better matches with the audience, given that Drawbridge is said to be over 97% accurate in the identification of users.

Drawbridge actually closed it's European operations down just 2 months before the introduction of GDPR laws. Whether the two are connected is the subject of much debate and it'll be interesting to see how LinkedIn leverage the power of the data it collects.

You can read the full LinkedIn announcement by clicking here.

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