LinkedIn has partnered with Amazon Ads to expand its Connected TV (CTV) advertising options. As a result, advertisers can now buy LinkedIn CTV ads directly through Amazon’s demand-side platform (DSP). This partnership not only makes LinkedIn’s CTV ads more accessible but also enhances their effectiveness for targeting professional audiences.
Takeaways 🚀
✅LinkedIn partners with Amazon Ads.
✅Expand Connected TV ad options.
✅Target professional B2B audiences effectively.
✅Simplify ad buying for marketers.
✅Combine LinkedIn data with reach.
What the Partnership Offers
To begin with, the collaboration integrates LinkedIn’s audience data into Amazon’s DSP. Specifically, this data includes job titles, industries, and seniority levels from over 1 billion LinkedIn members. Consequently, advertisers can target B2B audiences with greater precision.
Moreover, Amazon DSP allows marketers to combine LinkedIn’s audience signals with Amazon’s extensive reach. In addition, they can run campaigns across streaming TV, display, online video, and audio. Therefore, this integration simplifies ad buying and improves overall campaign efficiency.
Insights from Leaders
For example, David Roter, LinkedIn’s Senior Director of Global Agencies and Video Solutions, emphasized the importance of streaming TV for B2B marketers. He stated, “Streaming TV is key for reaching decision-makers. This partnership helps advertisers buy LinkedIn CTV ads and connect with the right audiences at scale.”
Similarly, Chris Conetta, Director of Omnichannel Supply at Amazon Ads, explained the collaboration’s benefits. He noted, “Advertisers can now reach B2B audiences alongside Amazon audiences. This partnership combines LinkedIn’s data with the power of streaming TV.”
Why It Matters
In addition to enhancing LinkedIn’s advertising options, this partnership builds on Amazon’s existing relationship with Microsoft, LinkedIn’s parent company. Furthermore, it aligns with Amazon’s strategy to grow its DSP through partnerships with platforms like Netflix and Samsung.
Ultimately, the LinkedIn-Amazon partnership bridges the gap between professional audience targeting and the growing popularity of connected TV. By combining LinkedIn’s data with Amazon’s reach, advertisers gain a powerful tool to achieve their goals.
