Three years after Facebook introduced its Facebook Audience Network, an ad network that allows advertisers to extend their Facebook campaigns beyond Facebook and into other mobile apps, LinkedIn debuted an offering of its own.
LinkedIn Audience Network similarly allows marketers to reach LinkedIn member on apps and websites that aren't operated by the business-networking site. Other platforms, such as Yelp and Pandora, have introduced their own versions.
More than 6,000 marketers tested LinkedIn's network, and saw increase in unique impressions in ranges from 3% to 13%. With so many newcomers joining the fray with similar offerings -- and with Google and Facebook owning 85% of all new digital ad dollars -- LinkedIn faces somewhat of an uphill battle as it attempts to coax more revenue out of marketers. And unlike Yelp or Google -- which have data indicating its users have high intent to make purchases after performing a search -- LinkedIn offers little beyond job title and location for marketers.
Yelp and Pandora are powered by data management platforms Neustar, Liveramp, while LinkedIn built its own technology and doesn't work with a DMP. Instead, LinkedIn works with ad exchanges like MoPub, Sharethrough, Rubicon, Google and Appnexus.
If you are looking for help navigating the changing social landscape, turn to Lookbook to find a partner who can help.