- Amazon DSP Marketers Can Run Custom Campaigns Using LinkedIn Data
- LinkedIn CTV ads are more effective than other CTV and linear TV ads
- Amazon Ads and LinkedIn revenue is increasing
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 instead of having to buy through LinkedIn Campaign Manager.
The Microsoft-owned platform boasted that its CTV ads reached B2B audiences 2.2 times better than other CTV platforms and 4.3 times more effectively than linear television.
The new partnership with Amazon means marketers can access precise targeting on LinkedIn, such as job title, industry, and seniority, to reach the right buyers.
LinkedIn and Amazon expand personalized B2B advertising
“This collaboration with Amazon DSP expands how advertisers can buy CTV ads from LinkedIn, while still reaching the most important buyers to deliver measurable business results at scale,” explained LinkedIn Senior Director David Roter.
The partnership is designed to help advertisers reach business decision-makers wherever they are, extending LinkedIn targeting beyond news sources, and is now available to advertisers in the US.
As for Amazon, it saw a 22% year-over-year increase in quarterly ad revenue during its most recent three-month period, totaling $17.2 billion. LinkedIn’s revenue also increased 12% last quarter, its highest growth rate seen in 15 quarters.
More generally, LinkedIn is investing a lot in marketing lately. Amazon’s announcement comes weeks after the platform pushed creators, noting that four in five (82%) B2B marketers who work with creators agree that influencers are essential to generating ROI. The company also highlighted the increasingly important role that video plays in marketing.
“By combining LinkedIn audiences with the scale and impact of TV streaming inventory, advertisers now have the opportunity to reach B2B audiences through their Amazon DSP purchases,” added Chris Conetta, director of omnichannel delivery for Amazon Ads.
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