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Marketing Becoming Easier for Companies on LinkedIn

Companies and marketers will be able to use their own data to target user profiles

By Nick Powills1851 Franchise Publisher
SPONSORED 1:13PM • 03/08/16
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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