LinkedIn has expanded its B2B audience targeting capabilities to Google's Display & Video 360 (DV360) for connected TV advertising. This integration allows programmatic buyers to leverage LinkedIn's professional data within their existing DV360 workflows, complementing existing partnerships with The Trade Desk and Amazon Ads.
This integration bridges the gap between professional social data and high-impact living room screens, providing B2B marketers a streamlined way to reach executives during lean-back viewing. By moving beyond its own Campaign Manager and into Google’s ecosystem, LinkedIn is positioning its first-party data as a critical layer for programmatic CTV buys. This move intensifies competition among DSPs like The Trade Desk and Amazon Ads for lucrative B2B ad spend. Watch for whether LinkedIn expands its iSpot measurement partnership to include Google, which would provide the cross-platform reach verification that enterprise advertisers require for large-scale streaming deployments.
The shift toward programmatic CTV buys continues to accelerate as platforms seek to standardize measurement and identity across fragmented streaming environments.
LinkedIn has expanded its B2B CTV targeting capabilities to Google’s Display & Video 360. This integration allows programmatic buyers to reach professional audiences on streaming television using job titles and company data. By moving beyond Campaign Manager, LinkedIn is positioning its first-party data as a critical layer for high-impact B2B streaming ad campaigns.
The integration allows programmatic buyers to reach professional audiences on streaming television using LinkedIn's job title and company data directly within Google's Display & Video 360 workflows.
LinkedIn's streaming inventory is supported by Google Display & Video 360, The Trade Desk, and Amazon Ads.
No, iSpot verification is currently limited to The Trade Desk, meaning advertisers must secure separate reach and brand-lift reports for campaigns run through Google DV360.
LinkedIn product executive Jae Oh confirmed the move responds to buyer demand for platform flexibility, allowing advertisers to access professional audience segments outside of LinkedIn's own Campaign Manager.
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