LinkedIn Opens B2B Audience for CTV Advertising via DV360
LinkedIn has enabled job title and company targeting for CTV campaigns purchased via Google DV360 starting October 22, with VistaPrint testing the integration.
LinkedIn has enabled job title and company targeting for CTV campaigns purchased via Google DV360, effective October 22.
VistaPrint is testing the new integration, according to AdExchanger, allowing advertisers to direct B2B messages to CTV audiences with criteria closer to their usual targeting.
LinkedIn says CTV ads drive a 2.6x stronger lift in awareness for B2B audiences, and that 94% of its members watch ad-supported CTV.
The integration represents a step toward expanding programmatic advertising across video channels, combining job and company data with CTV inventory available through DV360.
What do these terms mean?
CTV: Connected TV, referring to viewing content via smart TVs or streaming devices instead of traditional broadcasting.
DV360: An advertising platform from Google for purchasing ad space programmatically across multiple channels, including video and connected TV.
B2B: Business-to-business selling, where advertisers target decision-makers in companies rather than the end consumer.
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