In this article

01 LinkedIn packages its audiences into private deals

02 Measurement depends on the buying platform

LinkedIn has made its professional audiences available for connected-TV advertising through Google’s Display & Video 360, according to AdExchanger’s October 22 report .

The integration lets advertisers use job titles and company information to reach business buyers watching streaming television. LinkedIn product executive Jae Oh told AdExchanger that advertisers had wanted more choice over which buying platform they use.

LinkedIn already offers CTV buying inside Campaign Manager and through other demand-side platforms, or DSPs. DV360 adds another route for teams that manage programmatic campaigns outside LinkedIn.

LinkedIn's Campaign Manager illustration shows its direct buying route. The displayed budget and forecast are examples, not DV360 campaign terms.…