LinkedIn boosts ad targeting through its ‘Audience Network’
Marketers can now put sponsored messages and images on a third-party network of apps and websites that include Outlook, MSN and MyFitnessPal.
On Wednesday, the platform announced that marketers can now buy ads that use LinkedIn’s demographic data and post them on third-party apps and websites.
The move is part of LinkedIn’s new native ad network LinkedIn Audience Network that will place advertisers’ sponsored posts into ad inventory found in third-party publishers and apps. LinkedIn is working with a handful of ad-tech companies including Google’s DoubleClick ad exchange, Rubicon Project, MoPub, Sharethrough and Microsoft properties like MSN and Outlook.
The network targets LinkedIn members who have recently used the platform. After logging in to LinkedIn, you might notice native advertising on other websites you visit and apps you open, such as MyFitnessPal, Outlook and MSN.com.
LinkedIn’s promoted messages also include images, which can increase viewer interest and clicks.
“I think images are key for any native ad unit, so we make sure that we show the image alongside the ad type to give a much better sense on what the ad is about,” LinkedIn Marketing Solution’s group project manager, Divye Raj Khilnani, told Adweek.
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