LinkedIn Expands Advertising Reach into Streaming Television with Strategic Partnership
In a significant move to broaden its advertising ecosystem, LinkedIn, the Microsoft-owned professional networking platform, is venturing into streaming television advertising. The company has announced a partnership with adtech firm The Trade Desk as its first demand-side platform (DSP) partner, enabling advertisers to leverage LinkedIn's professional audience data to target users while they watch connected TV (CTV).
Targeting Business Decision-Makers Through Connected TV
This collaboration allows advertisers and agencies already using The Trade Desk to integrate LinkedIn's data, targeting its base of over one billion professionals across various streaming platforms. For instance, a cloud computing company can now deliver ads specifically to individuals responsible for IT spending decisions within their organizations, while a data management firm could focus on reaching chief marketing officers. This strategic shift aims to help brands more effectively reach business decision-makers, including IT leaders, in a new and engaging medium.
Growth of Connected TV Advertising and LinkedIn's Strategy
The partnership comes as connected TV advertising continues to experience robust growth. According to EMARKETER, US ad spending in this segment is projected to rise 14% to over $37 billion this year. On LinkedIn, TV offers advertisers a unique way to reach professional audiences in a different setting, with the added advantages of larger screens and active viewing. Advertisers can also follow up with the same audience through ads on LinkedIn's platform after users return to the app or website, creating a cohesive marketing funnel.
Industry Trends and Testing Phase
Matt Derella, in an interview with Business Insider, highlighted the broader trend driving this move: "In a more LLM-first world, B2B brands in particular know they have to get discovered — so they're moving to video." LinkedIn first introduced connected TV ads in 2024, and the collaboration with The Trade Desk is currently being tested with a limited number of brands. The company continues to work with its parent Microsoft through its supply-side platform, Monetize, to manage ad placements, ensuring a seamless integration across platforms.
Challenges and Opportunities for The Trade Desk
LinkedIn's decision to partner with The Trade Desk also comes as the adtech company navigates increased competition and industry scrutiny. Recently, Publicis Groupe stated it would no longer recommend The Trade Desk to clients following an independent audit, a claim the company has disputed. Despite these challenges, The Trade Desk views the LinkedIn partnership as a crucial step toward expanding advertising opportunities across the open internet. Will Doherty noted, "With our ambitions for the open internet, we love when we get this kind of lean-in from large partners that may not have been as interoperable in the past."
Expanding LinkedIn's Advertising Ecosystem
This collaboration signals LinkedIn's intent to broaden its advertising reach beyond its own platform, offering marketers innovative ways to engage professional audiences through streaming media. By tapping into the growing CTV market, LinkedIn aims to provide a more comprehensive and targeted advertising solution, enhancing value for both advertisers and its vast user base. As the digital advertising landscape evolves, this move positions LinkedIn at the forefront of integrating professional networking with emerging media channels.
