LinkedIn has added artificial intelligence startup Drawbridge to its ad offerings to help its customers target and understand their audiences.
The business networking platform announced the acquisition in a blog post, adding that integrating Drawbridge into its Marketing Solutions platform will help its customers measure the ROI of their campaigns across platforms.
Drawbridge was launched in 2011 by Kamakshi Sivaramakrishnan and has received $69 million in funding from Sequoia Capital and Kleiner Perkins, according to GeekWire. It claims to have worked with the likes of Salesforce, Adobe, IBM and Oracle.
“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,” explained the author of the blog post, Tomer Cohen, the vice president of product at LinkedIn.
“I’m excited about these and other investments that will allow us to continue to deliver greater value to our customers.”
LinkedIn previously announced lookalike audiences is now available to customers as part of its ad offerings after beta testing the tool in 2018. It will also integrate Bing data, allowing marketers to leverage Bing data with the interest-based targeting tool it launched in January.