LinkedIn (NYSE:LNKD) is acquiring Bizo, a provider of display/social ad services for marketers looking to target businesses. 10% of the $175M purchase price will be paid for in stock, and the rest in cash.
LinkedIn praises Bizo's data management and targeting tech for enabling "precise and measurable multi-channel marketing programs" aimed at business prospects. The company's service offerings already include LinkedIn ad solutions (.pdf) that support targeting based on professional data. Bizo's ad platform will be integrated with LinkedIn's content marketing tools.
LinkedIn's ad sales rose 36% Y/Y in Q1, less than total revenue growth of 46%. Ad growth has been pressured a bit by a transition to sponsored news feed ads.
In January, LinkedIn announced it's buying job search engine/listing platform Bright for $120M. Q2 results are due on July 31.