Key Takeaways
- Advertisers can now activate LinkedIn CTV Ads through Amazon DSP, using LinkedIn’s first-party audience signals to reach professional audiences on streaming TV.
- The collaboration lets marketers combine LinkedIn audience targeting with Amazon DSP campaigns across premium CTV inventory without splitting media buys.
Advertisers can now reach professional audiences with LinkedIn’s Connected TV (CTV) Ads through Amazon DSP, brining LinkedIn’s first-party audience signals from more than one billion members— including job title, industry, and seniority— to streaming TV inventory.
Officials from both companies said through deal-based buying on Amazon DSP, advertisers in the U.S. can reach B2B audiences at scale across 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, the solution adds previously unavailable LinkedIn targeting capabilities for CTV campaigns. Advertisers now have the flexibility to activate LinkedIn Ads audiences on CTV alongside Amazon audiences within the same campaign, without fragmenting their media buy.
New Way to Reach B2B Audiences
Chris Conetta, Director of Omnichannel Supply at Amazon Ads, stated with advertisers building full-funnel strategies on Amazon DSP, they want more ways to reach the audiences that matter most for their brands.
“By combining LinkedIn’s audiences with the scale and impact of streaming TV, advertisers now have the opportunity to reach B2B audiences alongside Amazon audiences through their Amazon DSP buys,” said Conetta.
What Does Amazon Ads Offer
Amazon Ads offers onboarding customers multiple paths to Amazon DSP depending on their size, existing agency relationships, and service-level requirements. Customers will receive onboarding support either through direct engagement with Amazon Ads account representatives or leveraging the ad tech activation partner program, inclusive of guided sessions for campaign setup, planning, optimizing, and reporting.
The solution further expands the Amazon Ads and Microsoft partnership, following Amazon DSP being named the preferred transition partner for Microsoft Invest customers and Microsoft Monetize as a preferred supply-side partner in the Amazon Ads Certified Supply Exchange program.
“B2B marketers want to reach decision‑makers where they’re spending time— and streaming TV is an essential part of that mix,” said David Roter, Senior Director, Head of Global Agencies and Video Solutions at LinkedIn. “This collaboration with Amazon DSP expands how advertisers can buy LinkedIn CTV Ads, while still reaching the buyers that matter most to deliver measurable business outcomes at scale.”
