LinkedIn Is Launching Programmatic Advertising for Display Ads

Follows the success of its service for sponsored content

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LinkedIn is beginning to offer advertisers the option to buy display ads programmatically for desktop devices.

Marketers will be able to buy display ads through an open auction or through LinkedIn's Private Auctions, using first- or third-party data along with LinkedIn's targeting of audience segments—such as visitors of the LinkedIn home page—on the professional network.

Testing began in the third quarter last year with tech advertisers for both software and hardware, as well as other industries such as telecoms and financial services.

According to Russell Glass, LinkedIn's head of products, the service is part of a two- to three-year overhaul of the company's ads business in order to simplify and extend advertising on the platform.



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