LinkedIn To Acquire Marketing Analytics Firm Oribi For $80M

Online networking giant LinkedIn announced on Monday it has entered into an agreement to acquire Israeli marketing analytics firm Oribi.

The details of the agreement were not disclosed. Calcalist reported the deal was valued at $80 million.

The professional social networking platform said it will acquire Oribi to “accelerate its innovation in marketing attribution technology” and “better assist customers to reach their professional audiences on a larger scale.”

The integration of Oribi’s technology into LinkedIn’s marketing solutions platform will enable customers to optimize the ROI (return on investments) of their advertising strategies in a way that is designed to prioritize privacy above all else. 

LinkedIn will also open a new office in Tel Aviv as part of the acquisition to further expand both its international team and presence. 

Founded in 2016, Oribi helps companies optimize their marketing campaigns using advanced insight directed at the various channels and messages that influence a prospect’s decision-making, whether it be requesting a product demo or applying to a job posting. 

“Our market-leading technology enables companies to achieve maximum value from their advertising strategies,” said Iris Shoor, founder and CEO of Oribi. “Customers are able to easily measure website conversions through automated tags and code-free technology, as well as build more effective audiences.”
“With more than 810 million members and 57 million global businesses on LinkedIn, our customers and partners turn to us as the platform to build their brand, engage their professional audiences, and grow their business,” said Tomor Cohen, chief product officer at LinkedIn. “Oribi’s team brings deep analytics expertise that will help us accelerate our attribution capabilities across our lines of business, and they will represent our first employees in Israel as we open a new office in the region.”