LinkedIn has integrated its first-party professional audience data into Google’s Display & Video 360 (DV360) to enable B2B advertisers to target CTV campaigns based on job titles and industries. This integration aims to bridge the gap between professional social media data and streaming environments to improve ad targeting precision.
This integration provides a technical bridge between professional social data and the living room, allowing B2B brands to maintain targeting continuity as decision-makers move between devices. By surfacing LinkedIn’s specific professional attributes within a major DSP like Google DV360, the partnership addresses the historical difficulty of reaching niche business audiences in broad streaming environments. This move signals a shift toward using high-intent social data to justify premium CTV spends, likely prompting competitors like Meta to further formalize their own cross-platform video offerings. Watch for whether this partnership improves closed-loop measurement for B2B sales cycles, which often lag behind consumer-facing attribution models.
LinkedIn has integrated its first-party professional audience data into Google’s Display & Video 360 for CTV advertising. This partnership allows B2B marketers to target streaming viewers based on job titles, industries, and seniority. It matters because it bridges the gap between professional social data and streaming, enabling consistent targeting across devices.
LinkedIn provides first-party data including job titles, industries, and seniority levels to help B2B marketers reach specific professional audiences.
The integration utilizes Google’s Display & Video 360 (DV360), which is one of the largest demand-side platforms by market share.
It addresses the difficulty of reaching niche business audiences in broad streaming environments by allowing brands to maintain targeting continuity as decision-makers move between devices.
Yes, the partnership enables bi-directional data flow between social media environments and connected TV platforms, allowing marketers to coordinate campaigns across mobile and streaming.
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