- 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
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"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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