Data Science Investment Counter —Funding raised by UK data science companies in 2018.
£ 5.640 Million

LinkedIn acquires AI identity management startup Drawbridge

LinkedIn has acquired Drawbridge, a startup based in San Francisco that uses artificial intelligence to target specific audiences.

The announcement was made by the networking and job searching platform on their blog on Tuesday. In it, LinkedIn’s vice president of product Tomer Cohen said they’re planning to use the startup’s technology to increase their Marketing Solutions product.

“We believe Drawbridge’s team and technology will allow us to accelerate the capabilities of our Marketing Solutions platform, helping our customers better reach and understand their professional audiences and measure the ROI of their campaigns across mobile and desktop”, Cohen said.

The startup was founded in 2011 by Kamakshi Sivaramakrishnan, a former senior research scientist at AdMob, a company acquired by Google in 2010. Since then, the company has reportedly received an overall $69 million in funding from Kleiner Perkins and Sequoia Capital and counts tech-giant customers such as Adobe, Salesforce, IBM and Oracle.

As explained in their website, “Drawbridge uses large-scale AI and machine learning technology to build democratised solutions for identity.” Their applications currently include advertising, personalisation, content management, product recommendation, authentication, risk detection, and more.

“As we integrate Drawbridge’s technology into LinkedIn following the closing of the transaction,” Cohen added, “we will continue to maintain the strong controls our members and customers have over the data they choose to share with us.”

LinkedIn’s marketing arm has been growing steadily in the last few years, with an annual growth rate of 46 per cent, the blog post mentioned.

According to CrunchBase, Drawbridge acquisition is LinkedIn’s 22nd overall and the fourth since tech-giant Microsoft acquired the company in 2016 for $26.2 billion. LinkedIn’s last acquisition before Drawbridge was Glint, which the company bought for a reported price of $400 million.

Image via PXhere.


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