How LinkedIn Is Expanding Programmatic CTV Buying for B2B...

What's new?

B2B buyers don't make decisions in one place - they move fluidly between advertising solutions and premium streaming channels. As attention shifts, marketers need solutions that move with them. That's why LinkedIn is expanding programmatic buying for CTV Ads, now available through Amazon DSP.

What does this mean for advertisers?

LinkedIn's CTV Ads reach B2B audiences 2.2x more effectively than other CTV platforms and 4.3x more effectively than linear TV.* With Amazon DSP, marketers can now use precise LinkedIn targeting - like job title, industry, and seniority - and reach buyers across premium streaming inventory through Microsoft Monetize.

Additional highlights include:

• Advertisers have more choice in how they plan, buy, and measure their LinkedIn CTV campaigns - either directly through Campaign Manager or programmatically

• Advertisers running full-funnel CTV campaigns in Amazon DSP can target LinkedIn professional audiences without fragmenting their media buy

What are industry leaders saying?

"B2B marketers want to reach decision-makers where they're spending time - and streaming TV is an essential part of that mix. This collaboration with Amazon DSP expands how advertisers can buy LinkedIn CTV Ads, while still reaching the buyers that matter most to deliver measurable business outcomes at scale." - David Roter, Senior Director, Head of Global Agencies and Video Solutions at LinkedIn.

"Advertisers are building full-funnel strategies on Amazon DSP, and they want more ways to reach the audiences that matter most. By combining LinkedIn's audiences with the scale and impact of streaming TV inventory, advertisers now have the opportunity to reach B2B audiences through their Amazon DSP buys." - Chris Conetta, Director of Omnichannel Supply at Amazon Ads

When will programmatic buying through Amazon's DSP be available?

The solution is currently available to customers for US targeting. To sign up, contact your LinkedIn or Amazon representative for details. This marks the next step in LinkedIn's ongoing work to give marketers greater flexibility across the CTV buying journey.