After seeing success with its programmatic efforts for sponsored content, LinkedIn announced that it is preparing to offer advertisers the option to buy display ads for desktop devices. This new offering will enable marketers to purchase display ads programmatically through an Open Auction or through LinkedIn Private Auctions, giving users the tools required to better target their ideal prospects through the social network.
The news comes shortly after LinkedIn was acquired by Microsoft in a transaction valued at $26.2 billion. LinkedIn notes that users can leverage their first- and third-party data such as website visitors or CRM contacts during Private Auction to specifically target LinkedIn as a placement. This way, the company noted, advertisers are able to leverage their data to better engage with prospective buyers and accounts.
The company added that programmatic display ad buying will also offer advertisers the option to target specific LinkedIn audience segments if they prefer not to leverage their own first- or third-party data.
{loadpositionGIAA} LinkedIn highlighted in its Q1 2016 results that LinkedIn Marketing Solutions’ revenue increased 29% year-over-year to $154 million. The company added that advertising via sponsored content represented more than half (56%) of the department’s total revenue. That success likely inspired the company’s switch to programmatic for its display ad offerings.
“Our goal with programmatic buying is to give our customers more flexibility in how they work with us, and expand the ways we can partner to meet their marketing goals,” said Russell Glass, Head of Product for LinkedIn Marketing Solutions, in a blog post highlighting the news. “Our new programmatic buying option is further reinforcement of our commitment to help you deliver the best possible results every time you engage with us.”
