LinkedIn has made its professional audiences available for connected-TV advertising through Google’s Display & Video 360, according to AdExchanger’s October 22 report.
The integration lets advertisers use job titles and company information to reach business buyers watching streaming television. LinkedIn product executive Jae Oh told AdExchanger that advertisers had wanted more choice over which buying platform they use.
LinkedIn already offers CTV buying inside Campaign Manager and through other demand-side platforms, or DSPs. DV360 adds another route for teams that manage programmatic campaigns outside LinkedIn.
LinkedIn packages its audiences into private deals
LinkedIn’s existing DSP instructions explain how it builds a professional audience and combines it with streaming-TV inventory in a private marketplace deal, using Microsoft’s Monetize platform.
A representative supplies a Deal ID that the advertiser activates in its DSP. That lets the buyer keep transactions, campaign controls and reporting within its existing workflow, as LinkedIn’s product page explains.
The setup guide still names only The Trade Desk and Amazon Ads Agent. Buyers need their representatives to confirm DV360’s eligibility and costs, rather than apply the guide’s US managed-account restrictions to the new route.
Measurement depends on the buying platform
LinkedIn’s documented iSpot audience-reach verification is limited to The Trade Desk. A DV360 proposal should therefore specify which independent reach and brand-lift reports are included, separately from standard campaign delivery reporting.
Source: AdExchanger
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