LinkedIn improves its ad targeting with Drawbridge acquisition

It's no secret that LinkedIn has been working hard to specialize and improve on their ad tools with their unique pool of data - so it should also come as no surprise that they've recently announced the acquisition of Drawbridge, data analytics firm.

As explained in the video, Drawbridge's system utilizes advanced machine learning - "on 100 billion edges" - in order to help marketers construct more accurate audience personas for targeting.

"Our graph combines billions of customer touchpoints, with a breadth and depth of online and offline interactions you won’t find anywhere else. Add your customer data to the mix, and Drawbridge’s patented AI enriches and completes your data to show you your customers with unmatched clarity.​"

Drawbridge, which already works with IBM, Adobe and Salesforce, among others, will integrate its technology into LinkedIn's systems over the coming months, which will eventually lead to a broader set of targeting and data options being made available to LinkedIn marketers.

As explained by LinkedIn:

Read more here.

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