Oribi, a marketing attribution specialist start-up, acquired by LinkedIn

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March 01, 2022, 9:21 AM GMT+0

With the Oribi acquisition, LinkedIn and by extension, Microsoft, will compete against Google in digital advertising and marketing.

In a blog post, LinkedIn announced that it has acquired Oribi, a Tel Aviv based start-up that specialises in marketing attribution technology. As a part of the agreement, LinkedIn will open its first office in Israel.

While the deal specifics were not released, TechCrunch’s sources believe the deal to be worth $80-$90 million for Oribi. The acquisition will allow LinkedIn to create and run personalised analytics for smaller businesses to monitor the effectiveness of marketing strategies as Oribi has "democratised" web analytics.

The deal signals LinkedIn’s continued investments in its marketing and advertising services, which have grown 43% YoY in revenue, according to chief product officer, Tomer Cohen. Most members of the Oribi team, including the founder, Iris Shoor, will join LinkedIn.

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