Scalability and Efficiency Prompted LinkedIn's Switch to Programmatic Display Advertising - eMarketer

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eMarketer Interview

Scalability and Efficiency Prompted LinkedIn's Switch to Programmatic Display Advertising

Preview from eMarketer PRO

An interview with

Russell Glass

Head of Products, Marketing Solutions, LinkedIn

Topics: Advertising

Interview summary

A haven for business-to-business (B2B) users, LinkedIn has dipped its toes into programmatic advertising for sponsored content. Now the business networking platform is making display ads available programmatically as well. Russell Glass, head of products for LinkedIn’s Marketing Solutions business, told eMarketer’s Maria Minsker how the company plans to combine its extensive B2B reach with programmatic technology to deliver better ad scalability.

Interview

eMarketer: What drove LinkedIn to introduce programmatic advertising for display ads?

Russell Glass: The decision was primarily about meeting advertisers’ needs and following buying trends. We see over 70% of display ad purchasing occurring through programmatic means. The vast majority of our advertisers asked us to provide them with an ad-buying channel that is more congruent with how they’re buying ads elsewhere. In the past, we offered a manual, insertion order-based, guaranteed-display solution, but it’s more efficient to buy programmatically.