• Linkedin, announced today the acquisition of Oribi, a marketing data and analytics firm for USD 80 million–90 million. 

• Founded in Israel, Oribi provides a no-code platform specialized for marketing agencies, ecommerce, and brands for monitoring and analyzing customer activity on their websites. The platform provides solutions for 1) event tracking, 2) customer and marketing campaign attribution, 3) customer journey optimization, and 4) marketing channel analysis. Oribi’s customers include the University of Liverpool, Studio Two, Defero, Unclockable, and Kwiat.  

• Linkedin claims that the acquisition will enhance marketing campaign attribution capabilities by adding tools for monitoring website conversions, automated audience tagging to its marketing platform, which already includes solutions for ad placement, lead generation, account-based marketing, and marketing campaign management. The firm also stated that its marketing platform achieved a 43% YoY revenue growth. 

<ul><li> Analyst QuickTake: Linkedin’s acquisition of Oribi for ~3x the funding it had raised (USD 27.9 million in funding as of its last funding round in February 2021) reflects a broader interest in marketing data and analytics solutions in the face of the challenges brought about by data depreciation and changes to privacy regulation. Another case in point, highlighted in our EDGE insight , is startups like Adverity and GumGum , which specialize in marketing data and analytics, recording noteworthy funding.</ul>