LinkedIn’s adding another element to their ad offering, broadening their reach beyond LinkedIn itself via their new LinkedIn Audience Network.
Well, actually LinkedIn has done similar before – they first introduced a version of their Audience Network back in 2008 – but this new iteration has something extra, in the form of LinkedIn’s partnership with Microsoft.
Through Microsoft’s expanded network, LinkedIn will have broader reach than previous (via properties like MSN and Outlook), which will give advertisers more ways to re-target users off-platform.
And the benefits of that could be significant.
Of course, you can already advertise through similar networks via Google or Facebook, but LinkedIn’s advantage is that its dataset is unique.
If you want to reach people with a certain job title, people who work for a certain company, decision-makers in specific sectors, LinkedIn has advantages over those other two networks in their capacity to reach professionals.