What Happened
Earlier this week, LinkedIn launched LinkedIn Account Targeting, which allows advertisers to target the employees at up to 30,000 companies at once, dramatically increasing its ad targeting capability. Advertisers using this new ad product will be 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 based on job function or seniority to make sure the ads will hit the right people. The professional network says it has also improved its targeting for Sponsored Updates and Sponsored InMail accordingly.
What Brands Need To Do
This news came just four weeks after LinkedIn shut down its ad network and ceased selling ads that appear outside of its own site. But this new ad product shows LinkedIn’s continued efforts in improving its ads and leveraging its vast amount of enterprise data to help brands reach the right people in the industries of their choice. For brands, especially B2B ones, this new ad product should be worth a try.
Source: AdAge
