Facebook has already developed ad targeting tools that allow marketers to create very granular, targeted ad campaigns. However, Facebook traditionally works better for B2C companies wishing to reach individual consumers.
LinkedIn, which is more focused on B2B or networking for lead generation, has historically fallen a little short with their ad tools. In fact, they only recently launched their Interest Targeting option followed shortly thereafter by Lookalike Audiences and targeting supported by Bing Search.
In their most recent move to improve their ad tools, LinkedIn has acquired DrawBridge, a data analytics company. LinkedIn hopes to leverage DrawBridge’s advanced personalization AI and advanced machine learning to create more accurate audience personas using data gathered from both online and offline interactions.
Learn more about the acquisition and what it means for LinkedIn advertisers.