- Amazon DSP marketers can run personalized campaigns with LinkedIn data
- LinkedIn CTV ads are more effective than other linear CTV and TV ads
- Amazon Ads and LinkedIn revenues climb
LinkedIn has made programmatic buying for CTV ads available through Amazon DSP, meaning B2B-focused streaming TV campaigns can now be run within existing Amazon DSP workflows rather than having to buy through LinkedIn’s campaign manager.
The Microsoft-owned platform boasts that its CTV ads reach B2B audiences 2.2 times better than other CTV platforms and 4.3 times more effectively than linear TV.
The new Amazon partnership means marketers can access precise LinkedIn targeting like job title, industry and seniority to reach the right buyers.
LinkedIn and Amazon develop personalized B2B advertising
“This collaboration with Amazon DSP expands how advertisers can buy LinkedIn CTV ads, while reaching the most valuable buyers to achieve measurable business results at scale,” said David Roter, Senior Director, LinkedIn.
The partnership is designed to help advertisers reach business decision-makers wherever they are, by extending LinkedIn’s targeting beyond News Feeds. It is now available to advertisers in the United States.
As for Amazon, its quarterly ad revenue increased 22% year-over-year over the past three months, totaling $17.2 billion. LinkedIn’s revenue also grew 12% last quarter – its highest growth rate in 15 quarters.
More broadly, LinkedIn has recently been getting into marketing. Amazon’s announcement comes weeks after the platform pushed creators, noting that four in five (82%) B2B marketers working with creators agree that influencers are key to generating ROI. The company also highlighted the growing role video plays in marketing.
“By combining LinkedIn audiences with the scale and impact of streaming TV inventory, advertisers now have the ability to reach B2B audiences through their Amazon DSP purchases,” added Chris Conetta, director of omnichannel procurement for Amazon Ads.
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