• by Laurie Sullivan  @lauriesullivan, February 28, 2022

LinkedIn on Monday announced its plan to acquire Oribi, a marketing analytics company based in Israel, to further help marketers, recruiters and others using the platform gain actionable insights that can drive business results. 

As part of this agreement, LinkedIn will open an office in Tel Aviv, Israel, a market known for its talent and innovation. Several members of the Oribi team, including founder and veteran entrepreneur Iris Shoor, will join LinkedIn, based in Tel Aviv.

“As we integrate Oribi’s technology into LinkedIn following the closing of the deal, we will maintain the strong controls our members and customers have over the data they choose to share with us,” Tomer Cohen, chief product officer at LinkedIn, wrote in a post. “[We] will stay true to our existing data privacy commitments as we expand our technology integrations.”

About 57 million global businesses build their brands on Pages, a platform for companies to post industry updates, job opportunities, and information about life at their organization. There are more than 24,000 virtual events being created each week.

One website, which sources the data from the respective social platforms' marketing APIs, estimates that as of December 2021 there were 2,145,000 LinkedIn users in Israel, which accounted for 23.9% of its entire population. People ages 25 to 34 were the largest user group, at about 60.6%. Those ages 35 to 64 followed with 20%.

Oribi’s team brings deep analytics expertise -- everything from helping marketers find better leads to recruiters identifying the right candidates. The acquisition aims to expand LinkedIn’s international presence.

Today, marketers rely on multi-pronged strategies to reach their audiences. It’s important to understand the channels and messages that have the greatest impact. Through the integration of Oribi’s technology into LinkedIn’s marketing solutions platform, customers will benefit from enhanced campaign attribution to optimize the return on investment of their advertising strategies.

The goal is to make it easier for marketers to measure website conversions with automated tags and code-free technology, as well as to build more effective audiences, focused on privacy.