LinkedIn Launches Programmatic Buying
Giving marketers a new way to engage professionals with Display Ads on LinkedIn
June 28, 2016
The media-buying landscape is rapidly changing. This is especially true in how advertisers are choosing to buy display media. We know that as a data-driven marketer you need more efficient ways to reach the right people. You want programs that meet, or better yet, beat specific performance metrics. It is our mission to help you fulfill your goals by making it easier than ever to reach the professional audiences that matter most to you.
Today I am excited to announce the launch of programmatic buying as a way to access LinkedIn Display Ads. This means you can now work with your preferred buying platform to buy highly visible ads that help you reach and engage the right buyers and build your brand in the premium context of LinkedIn.
Our goal with programmatic buying is to give our customers more flexibility in how they work with us, and expand the ways we can partner to meet their marketing goals.
How Programmatic Buying works
You have the option to purchase our display ads programmatically either through an Open Auction or via LinkedIn Private Auctions. Both give you the flexibility and control to reach your target audiences on LinkedIn. If you’re already buying programmatically, Open Auction is the fastest way to buy LinkedIn Display Ads programmatically. For advertisers looking for additional targeting capabilities, the Private Auction is a great option.
When using your own first or third party data like website visitors and CRM contacts, our Private Auction offers the ability to explicitly target the LinkedIn.com homepage as a placement. As another benefit, our Private Auction purchasing option allows advertisers to target select LinkedIn audience segments (e.g., target “IT decision makers”) if you don’t want to use your own first or third party data.
We support the majority of demand-side platforms (DSP’s) and agency trading desks (ATD’s). We currently have more than 4,000 premium brands enabled to run across our site, ensuring that customers can buy as they wish.
Leading up to today’s launch, we had several customers participate in the pilot including media agency, Essence. Here’s what they had to say about our programmatic offering:
"Accessing LinkedIn programmatically has given Essence access to quality inventory, at scale, while allowing us to monitor performance in-house, in real time. Not only can we efficiently reach our desired target audiences--such as SMBs; we're able to leverage our own tools, leading to high viewability and performance across LinkedIn. " - Agatha Isabel, Programmatic Media Planner, Essence
Our new programmatic buying option is further reinforcement of our commitment to help you deliver the best possible results every time you engage with us. If you’d like more details about our programmatic offering, check out our website here.