LinkedIn and Amazon Ads give B2B marketers a new path into CTV – eMarketer

The news: LinkedIn and Amazon Ads will let marketers purchase CTV ads geared toward LinkedIn’s professional user base via Amazon’s DSP. Amazon DSP users will be able to target audiences via LinkedIn’s data, including factors like industry, seniority, and job title. LinkedIn’s CTV ads let marketers extend campaigns to TV partners like Roku, Samsung, and Paramount. Why it matters: The partnership gives B2B marketers a more direct way to apply LinkedIn’s professional targeting to CTV, helping bridge the gap between TV’s brand impact and digital advertising’s more precise audience capabilities. That combination is especially valuable for B2B brands trying to build authority and awareness among business decision-makers in premium, highly engaged viewing environments. LinkedIn said that its CTV ads were 2.2 times more effective than other CTV platforms and 4.3 times more effective than linear TV, according to its research . The partnership also positions LinkedIn as a broader B2B advertising partner, not just a social platform for professional audiences. It gives LinkedIn a clearer path to monetize its professional audience data beyond its own platform as ad dollars move into streaming TV.
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