LinkedIn snaps up Oribi to accelerate attribution technology capabilities

LinkedIn on a smartphone.
LinkedIn snaps up Oribi to accelerate attribution technology capabilities
Duncan is an award-winning editor with more than 20 years experience in journalism. Having launched his tech journalism career as editor of Arabian Computer News in Dubai, he has since edited an array of tech and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.

LinkedIn has entered into an agreement to acquire Oribi, an Israel based marketing analytics company, to further help customers gain actionable insights, make smarter decisions and drive business results.

Through the integration of Oribi’s technology into our marketing solutions platform, LinkedIn said its customers will benefit from enhanced campaign attribution to optimise the ROI of their advertising strategies.

As part of the agreement, LinkedIn will also open a new office in Tel Aviv, Israel expanding our international presence and helping to further scale the value we deliver to our members and customers across the globe. The financial terms of the deal were not disclosed.

Tomer Cohen, chief product officer at LinkedIn, described Tel Aviv as a market known for its talent and innovation.

He said: “Following the closing of the transaction, several members of the Oribi team, including founder and veteran entrepreneur, Iris Shoor, are expected to join LinkedIn and will be based in the Tel Aviv office.

“Oribi’s team brings deep analytics expertise that will help us accelerate the capabilities of our attribution technology across our lines of business – from helping a marketer find better leads to a recruiter identifying the right candidates. The acquisition will expand our international presence so we can continue delivering products that meet the evolving needs of our global customers and members.”

He added that today’s marketers rely on multi-pronged strategies to reach their audiences.

He said: “Understanding which channels and messages have the greatest impact on the decision to take a desired step, such as a buyer requesting a product demo or a job seeker applying to a job posting, is critical to the effectiveness of any marketing campaign. Through the integration of Oribi’s technology into our marketing solutions platform, our customers will benefit from enhanced campaign attribution to optimise the ROI of their advertising strategies.

“This means that our customers will be able to more easily measure website conversions with automated tags and code-free technology, as well as build more effective audiences, all in a way that is privacy-first by design.”

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