Dentsu Aegis’ programmatic arm Amnet has partnered with LinkedIn to work closer together on programmatic in the APAC region.
Essentially, Amnet will have closer access to LinkedIn’s targeting options and will use its own data to build audiences around the professional network’s inventory. Amnet will also use LinkedIn's exclusive curated segments--tying in with the recent launch of Amnet Spectrum, the agency’s premium programmatic inventory marketplace for Asia.
In addition, LinkedIn will offer Amnet a first look on “highly-visible” display ads in high-traffic LinkedIn pages, according to a company release.
Anna Chan, regional managing director of Amnet Asia, stated: “Programmatic advertising is evolving and growing very rapidly, and we’re seeing more advertisers shifting budgets from open exchanges to private marketplaces.”
WPP's Xaxis programmatic unit and Dstillery, a martech firm, piloted the use of LinkedIn's ad products in 2014.