• by Colin Kirkland , October 23, 2024

To strengthen brand protections and media effectiveness on its platform, LinkedIn is expanding its partnership with third-party measurement partner DoubleVerify.

Now, the social B2B app will offer advertisers media quality coverage on their in-app video ads, aligning with LinkedIn's general video push.

According to DoubleVerify, this release aims to ensure advertisers that their video ads on LinkedIn are viewable and safe from invalid traffic in order to enhance campaign effectiveness, offering ad partners the ability to access measurement data and insights through its analytics reporting platform, DV Pinnacle. From there, advertisers should be able to monitor and optimize the performance of their LinkedIn ads campaigns.

The expanded partnership comes at a time when LinkedIn is dedicated to capitalizing off the recent rise in video use on the platform.

The company has begun pushing video content in in-feed carousels and a dedicated video tab, and says video uploads are up 34% year-over-year, with video uploads helping boost LinkedIn's active user sessions by 13% last quarter.

In addition, according to internal data, 63% of B2B buyers have reported that short-form social video content helps inform buying decisions, while 80% of video viewers now find video-focused influencer content more trustworthy than other forms of B2B content.

With LinkedIn now rolling out AI-powered video ads and Live Events promotions, its partnership with DoubleVerify is a strategic move in helping brands better utilize the platform's recent video boom.

DoubleVerify says that it will begin offering this expanded measurement to customers over the coming days.