As marketers seek to streamline ad purchases across a fragmented media environment, the relationship between Amazon Ads and LinkedIn represents a step forward for both platforms. LinkedIn targeting information, such as job title, industry, and seniority, can now be added by marketers using Amazon DSP to manage full-funnel campaigns across streaming TV, display, online video, and audio. This information is taken from the platform’s more than 1 billion members.
According to a statement from David Roter, senior director and head of global agencies and video solutions at LinkedIn, “B2B marketers want to reach decision-makers where they’re spending time and streaming TV is an essential part of that mix.” “This partnership with Amazon DSP expands the ways in which advertisers can purchase LinkedIn CTV Ads while still reaching the most important buyers to produce quantifiable business outcomes at scale.”
The collaboration expands upon an earlier advertising alliance between Microsoft and Amazon. Advertisers utilizing Microsoft Invest, which the tech giant stopped down last year, chose Amazon DSP as their preferred transition partner last year. Furthermore, Microsoft Monetize is a program-recommended supply-side partner in the Amazon Ads Certified Supply Exchange program.
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