LinkedIn Is Looking More Like a Publisher as It Grows Its Native Ad Business

Now acting as a content broker, too


LinkedIn is looking more and more like a publisher these days.

The professional networking site eschews the term, but its recent moves suggest otherwise, from its Influencers blog network to its acquisition of news reader Pulse and the introduction of native advertising. (LinkedIn calls them Sponsored Updates—the ad units where companies pay to have their news show up in users’ feeds.)

Now, LinkedIn is going even further in that direction by acting as a content broker between brands and publishers.

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