LinkedIn buys Drawbridge to address cross-device identity solution

By VARINDIA - 2019-06-08

LinkedIn buys Drawbridge to address cross-device identity solution

Microsoft-owned LinkedIn has announced to acquire Drawbridge, an identity management provider best known for its cross-device graph, which matches computers, smartphones, laptops and other devices to the same owner.

 

Drawbridge is an identity management provider that is best known for its cross-device graph, which matches computers, smartphones, laptops and other devices to the same owner. This will add to LinkedIn Marketing Solutions will help the platform compete against other walled gardens like Facebook and Google.

 

The acquisition to make Drawbridge a part of LinkedIn Marketing Solutions, the ad platform for the network that has experienced 46% year-over-year growth. The purchase follows several new ad products recently launched by LinkedIn, including new campaign management tools and new company profile pages.

 

Now the advertisers will be able to more accurately control such parameters as over-saturation, since the device graph knows which of an owner’s devices have seen which ads. This also helps LinkedIn compete against other walled gardens like Facebook and Google. It will now have a better idea of the screens, devices and contexts in which its users view ads. As per the record last year, Drawbridge sold its managed services business to marketing and ad platform Gimbal.




COMMENTS - (1)

Gaurav Singh


2019-06-09

Nice. Please keep us posted on new events in India and abroad and latest tech news. Gaurav Singh Head Partnerships and Alliances ReqSmart Technologies - On a nextgen tech mission for over 11 years.


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