Amazon Ads, LinkedIn Partner on CTV Ad Activation
Amazon DSP now supports LinkedIn CTV Ads using first-party audience data for B2B targeting on streaming TV.
Amazon Ads and LinkedIn have launched a collaboration that allows advertisers to activate LinkedIn CTV Ads through Amazon DSP.
Collaboration Details
Advertisers can now reach professional audiences with LinkedIn’s Connected TV Ads through Amazon DSP, bringing LinkedIn’s first-party audience signals from more than one billion members to streaming TV inventory. The collaboration lets marketers combine LinkedIn audience targeting with Amazon DSP campaigns across premium CTV inventory without splitting media buys, according to Demand Gen Report.
Audience Targeting Capabilities
Officials from both companies said through deal-based buying on Amazon DSP, advertisers in the U.S. can reach B2B audiences at scale across premium streaming TV channels. For marketers already using Amazon DSP to plan, buy, and optimize full-funnel campaigns across streaming TV, display, online video, and audio, the solution adds LinkedIn targeting capabilities for CTV campaigns.
Campaign Integration
Advertisers now have the flexibility to activate LinkedIn Ads audiences on CTV alongside Amazon audiences within the same campaign, without fragmenting their media buy, according to Demand Gen Report. Amazon Ads offers onboarding customers multiple paths to Amazon DSP depending on their size, existing agency relationships, and service-level requirements.
The solution further expands the Amazon Ads and Microsoft partnership, following Amazon DSP being named the preferred transition partner for Microsoft Invest customers and Microsoft Monetize as a preferred supply-side partner in the Amazon Ads Certified Supply Exchange program, according to Demand Gen Report.
