LinkedIn buys digital identity management company Drawbridge

LinkedIn has again taken over another company. It concerns the digital identity management company Drawbridge. It is unknown how much money is involved in the takeover, says Silicon Angle.

Drawbridge was founded in 2011. The company uses proprietary machine learning technology that helps companies to better understand their customers. The software focuses on challenges such as customer experiences and identity, digital security and risk detection. Drawbridge was able to raise a total of 69 million dollars in five financing rounds.

Marketing Solutions

LinkedIn says it plans to use Drawbridge’s technology to improve its Marketing Solutions tools. These tools are used by marketers to create advertisements, generate leads and bring traffic to websites.

“We believe Drawbridge’s team and technology allow us to accelerate the capabilities of our Marketing Solutions platform,” said LinkedIn in a blog post. This should enable the company to help its marketing clients “better reach and understand their professional audiences and measure the ROI of their mobile and desktop campaigns”.

Drawbridge’s tools can integrate with a variety of marketing platforms and personalization systems, including those sold by Adobe, Oracle and Salesforce. This option may be of interest to Microsoft.

Acquisitions

LinkedIn was acquired by Microsoft in 2016 for 26.6 billion dollars. Since then, the company seems to be able to continue to do its own thing reasonably well. It also took over another organisation earlier. That was Glint, which focuses on providing insights into employee moods to enterprises.

Before the takeover LinkedIn was also a customer of Glint. The professional social media wanted to continue to offer Glint’s service, although some changes were planned. Founder and CEO Jim Barnett will continue to lead Glint after the acquisition.