LinkedIn announces new Privacy-Friendly ad targeting options for B2B brands to stay in compliance with changing privacy laws while still giving brand partners the best possible reach.
First, LinkedIn is adding all ad kinds to its audience targeting option for Group Identity.
Thanks to Group Identity, which was first introduced last year with a local group of partners, you may target your advertisements based on LinkedIn data points.
According to LinkedIn, “With Group Identity, we’re combining our first- and zero-party data, such as title, seniority, industry, hobbies, etc., to help you reach purchasing committees, assess the effectiveness of your campaigns, and optimize towards the goals that important to your organization.”
As a result, you’re effectively placing more faith in LinkedIn’s algorithm to deliver your advertising to the appropriate users based on first-party criteria rather than focusing on audience targeting via more precise, manually chosen qualifiers.
And it could work; according to LinkedIn, group-delivered advertising across channels has seen an average click-through rate that is 37% higher when based on group identity.
In the U.S., there were approximately 190 million LinkedIn users as of April 2022. With 87 million users, India is the second-largest market for the platform, followed by Brazil, with 54 million users.
Again, it places more faith in LinkedIn’s automatic targeting and reaches focus. But once it’s accessible in your ad set-up choices, it could be something to think about.
Through an upgraded Conversions API, LinkedIn is exploring more methods to connect. Your first-party data will soon allow marketers to upload conversion data into the platform directly.
We’re also investing in privacy-enhancing technology like clean rooms to let you do sophisticated measurements and receive actionable insights in a safe setting.
Like other platforms, LinkedIn has experienced several difficulties relating to data privacy. Including those brought on by EU data protection laws, Apple’s iOS tracking upgrade, upcoming changes to cookie tracking, etc.
This is part of LinkedIn’s effort to modernize its tools, and these new solutions will round out its expanding offerings and support ad performance.
First, LinkedIn extended its Group Identity option across all ad kinds by leveraging its data.
LinkedIn increased the availability of Group Identity across all ad categories.
In other words, you may leverage LinkedIn’s first-party and zero-party data to “reach purchasing committees, assess campaigns, and optimize towards relevant targets,” including user seniority, title, industry, etc.
However, it doesn’t end there:
A new Conversions API that should let you link your first-party data has also started to be tested by LinkedIn.
Additionally, the platform is investigating “randomization and attribution to be handled through a virtual device” while retaining privacy with its Brand Lift and A/B Test capabilities.
LinkedIn also said it would continue to fund technology like clean rooms that enhance privacy.
Why it matters:
Using Group Identity requires you to depend on LinkedIn’s automatic targeting choices. Rather than manually adjusting and refining your campaigns, it seems like it could be worth a shot.
Last but not least,
LinkedIn also introduces On-Device Experimentation for its Brand Lift and A/B Test tools. This feature will allow “randomization and attribution to be conducted through a virtual device,” offering an additional method of evaluating ad effectiveness while upholding user privacy.
These modifications demonstrate that all social media platforms will prioritize privacy-first advertising, which might cause a sea change in how ads function. Let’s wait and see.