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LinkedIn is now allowing businesses to run ads based off their own data. Originally, companies running ads thorough Sponsored InMail or Sponsored Updates would target user profiles based on information supplied by LinkedIn.
 
This is the first time LinkedIn is allowing companies to use their own data to market, as opposed to LinkedIn bringing site data – skill, job titles and groups – to marketers and advertises. Lindsey Edwards, senior project manager for LinkedIn Marketing Solutions, told AdWeek this is a whole new wave of marketing.
 
"I can't say too much here, but we're going to start introducing some interesting ways for marketers to start bringing their own data to bare and not focusing just so much on the LinkedIn profile data to make sure we're refining that audience," Edwards told Adweek. "I would say this is slowly opening up the walled garden—with more to come."
 
Walled garden refers to how social media sites and search engines would withhold data from marketers and companies using a closed ad buying systems. Edwards said companies using their own data would make this easier.
 

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Nick Powills

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Nick Powills

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Nick Powills, CFE, founded No Limit Agency in 2008 and serves as Chief Brand Strategist for the Chicago-based firm. No Limit is a full-service communications agency that establishes and elevates brands by bridging Public Relations, Social Media, Marketing, Advertising, Digital, and a lot of creativity, to best strategize well-rounded and successful campaigns for 50+ global franchise brands. By presenting visionary ideas and building real relationships, No Limit is able to create effective media branding strategies to help companies grow. Nick currently leads a staff of writers, media strategists, designers, social media experts and digital producers in an office think-tank where brands are humanized for strong, compelling media stories. Prior to starting No Limit at the age of 27, Nick spent four years working at a franchise PR agency where he mastered the art of building rapport with media outlets and creating newsworthy pitches for earned media placements. He holds a Bachelor of Journalism from Drake University in Iowa.

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