Microsoft has announced the acquisition of Oribi, an Israel-based marketing analytics firm. The company has not revealed how much it paid to buy the startup. According to Microsoft, Oribi will become a part of LinkedIn and help power marketing features on the platform.
“Through the integration of Oribi's technology into our marketing solutions platform, our customers will benefit from enhanced campaign attribution to optimize 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,” Microsoft explains in a post on the LinkedIn Marketing blog.
Also in the announcement, Microsoft says Oribi and Israel will become a big part of LinkedIn's marketing operations. That will include opening a LinkedIn office in Tel Aviv.
One of the reasons for the purchase was to continue the “strong controls our members and customers have other the data they choose to share with us.”
While no information is known on the price, TechCrunch reports Microsoft spend between $80 million and $90 million to acquire Oribi. The firm has become increasingly popular for giving organizations the ability to create and manage customized analytics models to show their marketing strategies.
Oribi is a direct competitor to Google Analytics and provides many similar features.
Back in October, Microsoft's earning reports showed that LinkedIn is becoming a bona fide success for the company. The company reports sessions on the platform increased by 19% during Q3 2021, year-on-year. Furthermore, there was record engagement which pushed revenue up 42% compared to the same period the year before.
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