In its first Israeli acquisition, Microsoft-owned LinkedIn is acquiring Israeli marketing-analytics platform Oribi for $80 million.

Founded in 2016 by Iris Shoor, Oribi develops technology to collect data on users’ online behavior, helping companies optimize their marketing campaigns.

LinkedIn, the world’s largest professional network, plans to open a new center in Tel Aviv that initially will employ 50 people, including Shoor and several other Oribi staffers.

The acquisition was led by Tomer Cohen, chief product officer at LinkedIn. He blogged that the deal is meant to further help LinkedIn customers, “from marketers to recruiters, gain actionable insights, make smarter decisions and drive business results.”

More than 57 million global businesses build their brands on LinkedIn.

“Oribi’s team brings deep analytics expertise that will help us accelerate the capabilities of our attribution technology across our lines of business—from helping a marketer find better leads to a recruiter identifying the right candidates. The acquisition will expand our international presence, so we can continue delivering products that meet the evolving needs of our global customers and members,” wrote Cohen.

This report was first published by Israel21c.

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