Microsoft has acquired Drawbridge, a digital identity management vendor, for the purposes of bolstering LinkedIn’s marketing platform. The total money spent on acquiring the company is still unknown.
According to a blog post on LinkedIn, Drawbridge will ultimately serve LinkedIn’s user base, since they will be able to measure the effectiveness and ROI of their campaigns, both on the mobile and desktop platforms. Also, thanks to this, they will be better equipped to understand their professional audiences.
In 2016, Microsoft acquired LinkedIn for $26.2 billion. Instead of integrating LinkedIn into the company, Microsoft pretty much let it grow on its own and decided against actively integrating it into its products.
As for Drawbridge, according to official sources, the company was founded in 2011. Its headquarters are located in San Mateo, California. One of its advantages is the leverage of machine learning and large scale AI technology for the purposes of developing democratised solutions for identity.
Just as can be observed at Microsoft, Drawbridge also has a collection of entities. Their collaboration serves a multitude of purposes, including helping their users establish a connection to their marketing platform, authentication tools, systems for personalisation and more.
As of right now, Drawbridge boasts of having the following integration partners:
Last year, an important announcement was made regarding Gimble. Supposedly, they had purchased the managed media component of Drawbridge. The total value of the business deal remains unknown.