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LinkedIn launches its own ad network

September 18, 2008 | Internet Marketing

Business-based social network LinkedIn is offering marketers new ways to reach its users, with ads that target specific membership segments, such as small-business owners and corporate executives.

LinkedIn is launching a vertical network today that will extend the reach of advertisers buying its targeted professional user base to related special-interest publishers through an alliance with online ad network Collective Media.

“This arrangement will allow us to deliver our ads across a much broader base,” says Steve Patrizi, LinkedIn’s director of advertising sales. No initial participating publishers are being identified.

The formation of the LinkedIn Audience Network is part of LinkedIn’s overall push to more fully monetize its business professional social network--one of the few on the Web that is profitable--as well as to consistently charge premium CPMS of $75-plus. The objective is to grow more lucrative B-to-B targeting and relevance, away from the Web’s rush of commoditized advertising. That could include anything from small business executives to CEOs, with collectible automobiles across its 24-million-member base, of which nearly half is outside the U.S.

Get the full story at MediaPost

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