LinkedIn wants to show key IT-related decision makers ads while they watch TV

LinkedIn is expanding its advertising strategy into streaming television. With this move, the Microsoft-owned professional networking site aims to help brands reach business decision-makers, including IT leaders, through connected TV (CTV) ads. According to a Business Insider report, the company has partnered with adtech firm The Trade Desk as its first demand-side platform (DSP) partner, enabling advertisers to use LinkedIn’s professional audience data to target users while they watch TV. The move enables advertisers and agencies already using The Trade Desk to integrate LinkedIn’s data and target its base of over one billion professionals across streaming platforms. This could, for example, allow a cloud computing company to deliver ads specifically to individuals responsible for IT spending decisions within their organisations, while a data management company could focus on chief marketing officers. How this partnership can expand LinkedIn’s reach in connected TV advertising The partnership comes as connected-TV advertising continues to grow, with US ad spending in this segment projected to rise 14% to over $37 billion this year, according to EMARKETER. On LinkedIn, TV offers advertisers a way to reach professional audiences in a different setting, with the added advantage of larger screens and active viewing. Advertisers can also follow
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