LinkedIn Announces New Privacy-Friendly Ad Targeting Options for B2B Brands

LinkedIn has announced some updated ad targeting options, as it works to align with evolving privacy regulations, while still providing optimal reach options for brand partners. First off, LinkedIn’s expanding its Group Identity audience targeting option to all ad types. Originally launched with selected partners last year, Group Identity enables you to target your ads based on LinkedIn data points. As explained by LinkedIn: “With Group Identity, we’re leveraging our first- and zero-party data, such as title, seniority, industry, interests, etc., to help you reach buying committees, measure your campaign performance, and optimize towards the objectives that matter to your business.” So you’re essentially putting more trust in LinkedIn’s system to get your ads in front of the right people, based on first-party attributes, as opposed to honing in your audience targeting through more specific, manually selected qualifiers. And it could be effective – LinkedIn says that Group Identity based campaigns have seen a 37% higher average click-through rate on group-delivered campaigns across channels. Again, it puts more trust in LinkedIn’s automated targeting and reach focus, but it may be worth considering once it’s available in your ad set-up options. LinkedIn’s also testing more ways to integrate your first-party data
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