Which marketing-solutions company did LinkedIn acquire in May 2019?

LinkedIn acquired Drawbridge, a marketing-solutions company, in May 2019.

Drawbridge was founded by Kamakshi Sivaramakrishnan and became known for identity technology that linked activity across devices. Its systems used machine learning to estimate when desktops, smartphones, tablets, or connected TVs were likely being used by the same person, allowing marketers to coordinate advertising across those devices.

LinkedIn announced its agreement to acquire Drawbridge in January 2019, and the acquisition was completed later that year, with May 2019 commonly listed as the acquisition date. LinkedIn brought the company into its Marketing Solutions organization to improve audience understanding and campaign performance for professional advertisers.

The timing can cause confusion because the announcement and completion dates are different. Drawbridge is also distinct from AppNexus, DoubleClick, and AdMob, all major advertising or marketing-technology names but not the company LinkedIn acquired in this deal. Drawbridge’s specialty was cross-device identity and marketing data.