Observed Signal · Jun 14, 2024 · Regulation · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
LinkedIn restricts group-based targeting under EU DSA
The EU's Digital Services Act (DSA), in force since 2022 and applicable in 2024, aims to increase transparency and regulate advertising and data usage on platforms. LinkedIn has disabled the ability to build advertising audiences based on LinkedIn Groups membership data in the EU to prevent targeting with sensitive data categories. Advertisers lose a data source that has existed since 2010, though general targeting on LinkedIn remains possible in a restricted context. LinkedIn notes ongoing expansion of advertising options, including Thought Leader Ads and a Wire program enabling In-Stream video ads alongside trusted publishers like Bloomberg and Forbes. The EU Commission says it will monitor LinkedIn’s compliance with the DSA pledge, and EU officials have framed the changes as a positive example of the DSA delivering regulatory changes across platforms.
Policy update under EU Digital Services Act impacting ad targeting on a major platform; high industry relevance.
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Key Takeaways & Evidence Grounding
- LinkedIn removed ad targeting audiences based on LinkedIn Group membership data in the EU due to the DSA.
- The Digital Services Act became applicable in the EU in 2024 and covers advertising targeting, data usage, and transparency.
- LinkedIn states targeting remains possible, but restricted in this context.
- Thought Leader Ads on LinkedIn were expanded, and the Wire program tests In-Stream video ads with publishers like Bloomberg and Forbes.
- EU Commissioner Thierry Breton or the Commission stated it will monitor LinkedIn’s compliance with the DSA pledge.
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
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