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Achieving Scale, Improving Efficiency Factors In LinkedIn's Segue To Programmatic

  • eMarketer, Thursday, September 29, 2016 6:40 AM
In an interview with eMarkteter's Maria Minsker, LinkedIn's Russell Glass, head of products for LinkedIn's Marketing Solutions unit, said LinkedIn's recent decision to introduce programmatic display advertising was driven by marketers' needs and the goals of achieving scale and greater efficiency. He told eMarketer that more than 70% of display ad buys are happening via programmatic buying. Further,
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. - See more at: http s://www.emarketer.com/Article/Scalability-Efficiency-Prompted-LinkedIns-Switch-Programmatic-Display-Advertising/1014531?mkt_tok=eyJpIjoiT1RVM09UZGtNV1ZtWXpWayIsInQiOiJ1dHZ6MjdoZGxmQ0lieFY4TFh2OFhrRWU0 dGgxU3RYcFFcL1F5S205RVNIOUxSaUF4cGJhY2pSRVU4MHVZTDJZcEZmXC9hNFd5XC9MVlI3TUJLXC9OYzJ5RUllQUFUYVozTTUzME1jWXJRNlwvdG1ZPSJ9#sthash.hX2QkYlr.dpuf
 "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," Glass told eMarketer.

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