LinkedIn announced Tuesday that its display ads are now available via programmatic buying, through both open and private auctions.
LinkedIn Marketing Solutions head of products Russell Glass said in a blog post that the professional network launched programmatic buying to give advertisers more flexibility, adding that LinkedIn supports the majority of demand-side platforms and agency trading desks.
We don’t want to reinvent the wheel. We want to build table stakes capabilities into our platform in a way that highlights our differences, but is kind of what marketers have come to expect.
He wrote in the blog post:
You have the option to purchase our display ads programmatically either through an open auction or via LinkedIn private auctions. Both give you the flexibility and control to reach your target audiences on LinkedIn. If you’re already buying programmatically, open auction is the fastest way to buy LinkedIn display ads programmatically. For advertisers looking for additional targeting capabilities, the private auction is a great option.
When using your own first- or third-party data like website visitors and CRM (customer relationship management) contacts, our private auction offers the ability to explicitly target LinkedIn.com as a placement. As another benefit, our private auction purchasing option allows advertisers to target select LinkedIn audience segments (e.g., target “IT decision makers”) if you don’t want to use your own first- or third-party data.
Readers: What are your thoughts on LinkedIn’s launch of programmatic buying for its display ads?