LinkedIn buys cross-device identity provider Drawbridge


Drawbridge is an identity administration provider that’s greatest recognized for its cross-device graph, which matches computer systems, smartphones, laptops and different units to the identical proprietor.

On Tuesday, Microsoft-owned enterprise social media community LinkedIn introduced in a weblog publish that it was shopping for Drawbridge. Deal phrases weren’t made public.

Part of LinkedIn Marketing Solutions

The acquisition will make Drawbridge part of LinkedIn Marketing Solutions, the advert platform for the community that has skilled 46% year-over-year progress. The buy follows a number of new advert merchandise not too long ago launched by LinkedIn, together with new marketing campaign administration instruments and new firm profile pages.

With Drawbridge a part of the Microsoft and LinkedIn household, advertisers will have the ability to extra precisely management such parameters as over-saturation, because the gadget graph is aware of which of an proprietor’s units have seen which adverts. This additionally helps LinkedIn compete towards different walled gardens like Facebook and Google, since it’s going to now have a greater concept of the screens, units and contexts through which its customers view adverts.

Following the implementation of the General Data Privacy Regulation (GDPR) within the European Union, Drawbridge grew to become one of many first corporations to announce it was closing its media-buying operations in that market.

Drawbridge wanted particular person consent to adjust to GDPR

The firm has a media-buying group in addition to group that licenses its identity knowledge, however GDPR made it mandatory for a corporation like Drawbridge to amass particular person consumer consent to using this knowledge.

To comply, Drawbridge would have needed to arrange a consumer-facing operation that it didn’t have, or it will have needed to work by means of different distributors who did work together with customers, equivalent to advert exchanges.

It deserted the hassle to take action for its media shopping for, however mentioned it was making an attempt to take action for its identity knowledge enterprise, equivalent to licensing its expertise however not its knowledge. Tapad, a competitor within the cross-device identity area, has unloaded its media shopping for in a partnership-like association with social advertising and marketing tech agency Brand Networks.

In May of final yr, Drawbridge bought its managed providers enterprise to advertising and marketing and advert platform Gimbal.



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