LinkedIn is expanding its advertising strategy into streaming television. With this move, the Microsoft-owned professional networking site aims to help brands reach business decision-makers, including IT leaders, through connected TV (CTV) ads. According to a Business Insider report, the company has partnered with adtech firm The Trade Desk as its first demand-side platform (DSP) partner, enabling advertisers to use LinkedIn’s professional audience data to target users while they watch TV.
The move enables advertisers and agencies already using The Trade Desk to integrate LinkedIn’s data and target its base of over one billion professionals across streaming platforms.
This could, for example, allow a cloud computing company to deliver ads specifically to individuals responsible for IT spending decisions within their organisations, while a data management company could focus on chief marketing officers.
How this partnership can expand LinkedIn’s reach in connected TV advertising
The partnership comes as connected-TV advertising continues to grow, with US ad spending in this segment projected to rise 14% to over $37 billion this year, according to EMARKETER.
On LinkedIn, TV offers advertisers a way to reach professional audiences in a different setting, with the added advantage 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. said Matt Derella in an interview with Business Insider.
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.
LinkedIn’s decision to partner with The Trade Desk also comes as the adtech company navigates increased competition and industry scrutiny. Recently, Publicis Groupe said 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 step toward expanding advertising opportunities across the open internet. in the past, said Will Doherty.
The collaboration signals LinkedIn’s intent to broaden its advertising ecosystem beyond its own platform, while offering marketers new ways to reach professional audiences through streaming media.
