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The Cannes Lions festival has become a tech playground, and LinkedIn has embraced the event to strengthen its industry ties.
At last year’s festival, agencies and brands still demanded improved products from the platform, including more mature audience and data tools. LinkedIn then launched Sponsored Updates—ads in user feeds. Now, Adweek has learned, it’s testing Direct Sponsored Content, letting marketers fine-tune ads that don’t originate as posts on company pages.
The testing ability, known as “dark” publishing, is already available on Facebook and Twitter—and is a sign that LinkedIn is catching up.
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