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LinkedIn is on pace for $4 billion in annual revenue thanks to its emphasis on more precise targeting around buyer intent.
When LinkedIn’s parent company, Microsoft, reported its fiscal fourth-quarter earnings last month, it said the professional network topped the $1 billion mark in quarterly revenues for the first time, pegging this growth to buyer intent.
But why is buyer-intent data so important? Focusing ad targeting around buyers who are in the market reduces ad wastage, generating more return on investment for advertisers who then, in theory, run repeat campaigns.
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