LinkedIn has announced the acquisition of Israeli company Oribi, a company with deep analytics expertise that will help LinkedIn accelerate the capabilities of their marketing attribution technology across their lines of business – from helping a marketer find better leads to a recruiter identifying the right candidates.

Today’s marketers rely on multi-pronged strategies to reach their audiences. Understanding which channels and messages have the greatest impact on the decision to take a desired step, such as a buyer requesting a product demo or a job seeker applying to a job posting, is critical to the effectiveness of any marketing campaign.

Through the integration of Oribi’s technology into LinkedIn’s marketing solutions platform, customers will benefit from enhanced campaign attribution to optimize the ROI of their advertising strategies. This means that customers will be able to more easily measure website conversions with automated tags and code-free technology, as well as build more effective audiences, all in a way that is privacy-first by design.

The acquisition will also expand LinkedIn’s international presence by opening up an Israeli office in Tel Aviv. Following the closing of the transaction, several members of the Oribi team, including founder and veteran entrepreneur, Iris Shoor, are expected to join LinkedIn and will be based in the Tel Aviv office.