Amazon Advertising and LinkedIn Partner to Launch Programmatic CTV Ad Buying Solution

According to foreign media reports, Amazon Advertising and LinkedIn have announced a partnership. Advertisers can now run LinkedIn Connected TV (CTV) ads through Amazon DSP to reach professional audiences.

This newly launched solution leverages LinkedIn's first-party audience signals from over one billion members, covering dimensions such as job title, industry, and seniority, and accesses streaming TV inventory via Microsoft Monetize. Advertisers in the United States can now use Amazon DSP's programmatic guaranteed buying to reach B2B audiences at scale on 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, this solution adds LinkedIn targeting capabilities to their CTV campaigns. Advertisers can activate LinkedIn ad audiences and Amazon audiences simultaneously within the same CTV campaign without splitting media buys.

Chris Conetta, Director of Omni-Channel Supply at Amazon Advertising, stated that advertisers are building full-funnel strategies on Amazon DSP and seeking more ways to reach the audiences most important to their brands. By combining LinkedIn audiences with the scale and impact of streaming TV, advertisers can now purchase through Amazon DSP to reach both B2B and Amazon audiences.

David Roter, Senior Director of Global Agency and Video Solutions at LinkedIn, noted that B2B marketers want to reach decision-makers where they spend their time, and streaming TV is an indispensable part of that. This partnership with Amazon DSP expands the ways advertisers can buy LinkedIn CTV ads while still reaching the most important buyers and delivering measurable business results at scale.

The launch of this solution is a further extension of the collaboration between Amazon Advertising and Microsoft. Previously, Amazon DSP was designated as the preferred transition partner for Microsoft Invest customers, and Microsoft Monetize was designated as the preferred supply-side platform (SSP) partner for Amazon Advertising's certified supply exchange program.