LinkedIn will now integrate more audience engagement data from parent company Microsoft, in order to expand LinkedIn’s ad targeting capacity, based on expanded digital tracking cues.
Last week, LinkedIn announced an update to its Terms of Service in order to cover expanded use of user data for its AI tools, as well as an expansion of the member data that it shares with Microsoft for Microsoft’s own ad targeting and promotions.
Essentially, LinkedIn will now share your profile and activity data with Microsoft, in order to enable Microsoft to better target its own promotions based on the same.
And LinkedIn will now also be better enabled to utilize the opposite as well.
LinkedIn’s added a related explainer in its overview of how businesses can use third party data to target ads on LinkedIn which explains how LinkedIn advertisers will now also be able to reach users based on data insights from Microsoft.
As per LinkedIn:
“Outside of the Designated Countries, the U.K., and California, LinkedIn also receives data from its affiliate, Microsoft, about activity on their and their advertisers’ sites and apps, including through use of technology similar to the LinkedIn Insight Tag. LinkedIn can use this information to improve its ability to reach an advertiser’s target audience as well as to improve ad performance and provide aggregate reports about advertising campaign performance to advertisers.”
So basically, LinkedIn is now integrating more data from Microsoft, via Microsoft’s own performance and data tracking measures, in order to provide expanded targeting options and insight for your campaigns.
Which could be valuable. Microsoft has its own Universal Event Tag (UET) for ad performance tracking, which records what customers do on various websites, and shares that information back to Microsoft. That enables Microsoft to track conversion activity and other behavioral data, which LinkedIn will seemingly now be able to incorporate into its own ad offering.
Microsoft also has additional ad engagement and data tracking measures that will feed more data into LinkedIn, which could facilitate expanded opportunities for your campaigns.
It’s more data, and more data is always better, and it may end up being a helpful addition in your process.
