Between EU data provisions, privacy laws, and shifts in cookie tracking, B2B brands need alternative ad targeting options.
Due to the evolving privacy-forward needs of the market and marketers, LinkedIn will soon be offering privacy-friendly ad targeting options. The platform is expanding its “Group Identity” audience to include all ad types.
With Group Identity, brands can leverage first- and zero-party data to reach buying committees, measure campaign performance, and optimise for marketing goals. LinkedIn is also testing an updated conversion API to enable advertisers to integrate first-party data with their platform easily.
Further, the platform will offer On-Device Experimentation for its Brand Life and A/B Test tools. This feature will allow advertisers to evaluate ad performance while complying with privacy regulations. Marketers can optimise reach by leveraging LinkedIn’s new ad-targeting options.
[4 minute read]