LinkedIn profiles become the basis for targeting commercials through Amazon Ads
Amazon Ads and LinkedIn have reached an agreement allowing data from the professional networking site to be used for targeting digital TV ads.
The integration brings LinkedIn’s data – such as job title, industry and seniority – into the streaming inventory of Amazon’s DSP (delivery service partner), which in turn is connected to connected TV providers.
For the time being, the system is only available for campaigns targeting the US market. However, this does mean that European companies wanting to run TV campaigns in the US can use it for their B2B marketing objectives.
The announcement cames as Amazon prepared for its annual Upfronts event at which video producers present their work to advertisers and agencies, who can then decide where and how to allocate their budgets.
The collaboration between Amazon and LinkedIn works as follows from a technical perspective. LinkedIn supplies audience signals from its membership base of more than one billion professionals. Microsoft Monetize, the supply-side platform of parent company Microsoft, combines those signals with streaming inventory from premium providers. Amazon DSP then serves as the buying environment for advertisers.
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