Digital Transformation Mergers and Acquisitions Brand Strategy

LinkedIn acquires Oribi, expands analytics capabilities

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By Webb Wright | Junior Reporter

February 28, 2022 | 4 min read

The social media giant announced today that it has acquired Oribi, a Tel Aviv-based marketing analytics company, in an effort to provide a more comprehensive suite of marketing solutions to businesses. News of the acquisition arrives during a moment of significant growth for the marketing solutions arm at LinkedIn.

LinkedIn, one of the world’s largest social media platforms for business, announced that it has expanded its analytics capabilities by acquiring Oribi, a company based in Tel Aviv, Israel.

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LinkedIn has acquired Oribi, a Tel Aviv-based marketing analytics company

The acquisition of Oribi follows a year of considerable growth for the marketing solutions branch at LinkedIn. “As our marketing solutions business accelerates to 43% year-on-year in revenue, we are continuously investing in our technology platform to help our customers achieve maximum value from their marketing strategies,” LinkedIn’s chief product officer Tomer Cohen wrote in a recent blog post. The acquisition of Oribi, Cohen writes, was made in an effort “to further help our customers, from marketers to recruiters, gain actionable insights, make smarter decisions and drive business results.”

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As part of the acquisition, LinkedIn will also be opening a new office in Tel Aviv, “a market known for its talent and innovation.”

In its acquisition of Oribi, LinkedIn is taking active measures to position itself as a one-stop-shop for marketers, a resource that can be relied upon to handle nearly every phase of the marketing process. “Through the integration of Oribi’s technology into our marketing solutions platform, our customers will benefit from enhanced campaign attribution to optimize the ROI of their advertising strategies,” Cohen writes. “This means that our customers will be able to more easily measure website conversions with automated tags and code-free technology, as well as build more effective audiences, all in a way that is privacy-first by design.”

The company has been careful to emphasize the “privacy-first” component in its communications about the acquisition. Data security has become a paramount concern for many businesses, especially since the onset of the Covid-19 pandemic, which has ushered in a spike in cybersecurity threats. Its commitment to data privacy, the company says, will remain unchanged after it integrates Oribi’s technology into its own.

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