Observed Signal · Oct 22, 2026 · Technical Release · Source: AdExchanger · Impact: 4/5 · Sentiment: Positive
LinkedIn B2B Audiences Now Available on CTV via DV360
LinkedIn has integrated its professional audience data with Google's DV360, enabling advertisers to target connected TV (CTV) ads programmatically using job titles, company size, and industry. This solves flexibility and wastage concerns by using LinkedIn's first-party data versus third-party sources. The integration is now live as of Thursday. Advertisers like VistaPrint are testing the offering, focusing on small business owners. LinkedIn reports that its CTV ads deliver 2.6 times stronger awareness lift for B2B audiences, and 94% of its members watch ad-supported CTV. This move reflects a broader trend of social platforms extending audiences to TV, such as Pinterest's acquisition of TVScientific and Meta's talks with SSPs. However, LinkedIn emphasizes that the goal is cross-channel coordination rather than chasing TV budgets.
Integration of LinkedIn's B2B data into Google DV360 for CTV expands programmatic targeting capabilities, addressing key industry challenges like data flexibility and waste reduction. This gives advertisers a new way to leverage professional first-party data in TV advertising, potentially reshaping B2B media buying.
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Key Takeaways & Evidence Grounding
- LinkedIn's B2B audiences are now available on CTV via Google DV360.
- Advertisers can target CTV ads by job title, company info, and industry.
- VistaPrint is testing LinkedIn CTV, targeting small business owners.
- LinkedIn reports 2.6x stronger awareness lift for B2B audiences via CTV.
- 94% of LinkedIn members watch ad-supported CTV.
Connected Companies & Entities
4 Entities mapped“LinkedIn is plugging its professional data into Google's ad buying platform so that advertisers can use job titles and company info to targe...”
“LinkedIn is plugging its professional data into Google's ad buying platform so that advertisers can use job titles and company info to targe...”
“Just look at Pinterest's acquisition of TVScientific last year to expand its CTV audience reach.”
“Meta's being in talks with SSPs about extending its audiences to streaming.”
Ontology Mapping & Concepts
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