LinkedIn bolsters ad targeting; Facebook adding ads to Messenger

The social networks are courting marketing professionals with new features. Here’s the lowdown.

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The social platform that’s geared to professionals has announced that marketers can now target people at up to 30,000 companies at once.

Advertising Age reported that the new feature enables marketers to create large-scale targeted campaigns:

Advertisers using the service, called LinkedIn Account Targeting, are able to present a list of companies they’d like to reach, which LinkedIn will cross-reference against the 8 million businesses in its network. Targeting can be further refined so it can reach profiles based on job function or seniority. The company has also improved its targeting for Sponsored Updates and Sponsored InMail, it said.

LinkedIn’s customers were previously only able to share information with 100 companies, and they had to do so through a manual process. Most [B2B] companies want to pursue somewhere between 2,000 and 5,000 accounts, according to Russell Glass, head of products at LinkedIn.

“It will also allow customers to target—or exclude—companies if they want to do specific account-based marketing to their customer bases,” Glass told Advertising Age.

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