Observed Signal · Dec 9, 2022 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Positive
LinkedIn tests privacy-focused B2B Group Identity
LinkedIn is testing Group Identity, a privacy-preserving targeting solution for B2B marketers that relies on first- and zero-party data (e.g., job titles, tenure, industry, interests) to reach buyers and measure campaign performance. The approach aims to improve effectiveness while safeguarding user privacy amid a stricter privacy landscape. LinkedIn notes that since Group Identity was introduced last year, campaigns using group-based targeting achieved a 37% higher average click-through rate across channels than campaigns based on individual profile attributes. A YouGov study of 1,703 B2B marketing leaders across multiple regions found 87% consider first-party data essential to their strategies. LinkedIn also plans to test a new Conversions API to connect first-party conversion data to the platform and is investing in privacy-preserving technologies such as data clean rooms. Abhishek Shrivastava, LinkedIn’s VP of Product, emphasizes ongoing investments to enhance group-based targeting performance.
Technical release testing Group Identity on LinkedIn, a major platform, with potential industry-wide impact on privacy-preserving B2B targeting.
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Key Takeaways & Evidence Grounding
- LinkedIn began testing Group Identity as a privacy-conscious B2B targeting solution.
- Group Identity uses First- and Zero-Party data (e.g., job title, tenure, industry, interests).
- LinkedIn reported a 37% higher average CTR for group-based campaigns across channels since last year.
- YouGov surveyed 1,703 B2B marketing leaders across multiple countries; 87% said First-Party data is essential.
- LinkedIn plans to test a Conversions API to link First-Party conversion data with the platform and invest in data clean rooms.
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Outlook to Block MSIX Files as Email Attachments
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