LinkedIn has purchased business-to-business digital advertising company Bizo for $175 million.
San Francisco-based LinkedIn has been building its ad business while focusing on Sponsored Updates, its fastest-growing ad format that appears in users’ feeds. It also has been drawing more publishers and individuals to post on its professional social network with 300 million users.
"Our ability to integrate [Bizo's] b-to-b solutions with our content marketing products will enable us to become the most effective platform for b-to-b marketers to engage professionals," said Deep Nishar, LinkedIn svp of product and user experience.
Marketers use Bizo's technology to find business-minded audiences online, deliver their messages and measure their effectiveness.
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