LinkedIn has now introduced Group Identity Targeting options for advertisers to hone who sees their ads. Group Identity targeting uses first-party data (information that has been provided by users) offering many advantages as third-party cookies are phased out in the coming year.
What is LinkedIn “Group Identity” targeting?
As the name suggests, LinkedIn advertising is now going to be group oriented, rather than individual. Information provided by LinkedIn users will enable advertisers to select a group of people with similar characteristics, such as seniority or industry. Advertisers can then reach their target audience, within and beyond the LinkedIn feed, without individual-level tracking across sites.
How will “Group Identity” targeting be used for advertising?
This grouping of profiles has been available on LinkedIn itself all along but limited to only the LinkedIn feed. This new service now offers extended reach outside the LinkedIn feed. It’s basically giving you more options to reach your audience based on their LinkedIn profiles. A great advantage for business-to-business (B2B) advertising.
What does this mean for advertisers?
Advertisers are faced with the dilemma of the elimination of third-party cookies and growing difficulty with segmenting audiences to offer personalized advertising.
If your business is built on selling to other businesses, LinkedIn may be a solution to efficient online advertising. Enable your LinkedIn Insight pixel now to take advantage when the targeting becomes available.
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