Acquisitions are common in the tech industry today, as each company looks to leverage the skills and products of other companies to further its own growth. The latest in this series of acquisitions is the takeover of Bizo by LinkedIn (News - Alert). Bizo is a B2B display ad platform, and this acquisition is likely to boost the marketing side of LinkedIn. LinkedIn has paid a sum of $175 million, out of which 90 percent was cash and 10 percent was LinkedIn stocks.

Bizo is a B2B platform that offers multiple channels, such as targeted display and social advertising, to help B2B marketers reach out to their potential clients. Founded in 2008, Bizo has worked with more than 750 small and medium sized marketers, and also with large brands such as AMEX, Mercedes Benz, Microsoft, AT&T (News - Alert) and UPS. These Bizo platforms allow B2B marketers to reach out to more than 120 million businesses worldwide.

To meet the changing needs of B2B marketers, Bizo has innovated to come up with new products such as Marketing Automation and Self-Service Retargeting. It also entered into partnership with Oracle (News - Alert) last year to overcome the challenges that come with standard automation marketing systems.

With such a portfolio of products, LinkedIn's acquisition of Bizo is no surprise. During the last few months, LinkedIn has been beefing up its marketing operations by appointing Penry Price as the VP of marketing, as well as come up with strategies to monetize content on its platform. This acquisition is likely to give LinkedIn a better platform to reach out to its premium business audience.

Another advantage that LinkedIn will get through this acquisition is access to the clients of Bizo's media business, which includes large ad networks, Google and Adobe (News - Alert) stacks. This access gives LinkedIn a complete platform to identify potential market prospects, track leads until the buying process, and finally, have the analytics needed to complete the process.

Overall, Bizo is a good acquisition for LinkedIn.