In a recent blog post, the B2B focused social platform announced that they have launched programmatic media buying through open and private exchanges to all advertisers. According to the same blog post, the company stated that they “support the majority of demand-side platforms” enabling advertisers to use first and third party data, along with the other targeting capabilities when buying the inventory. Moreover, the Private Auction product will also allow advertisers to take advantage of LinkedIn’s defined audience segments, such as targeting based on industry, that have been available with LinkedIn’s native ads, also known as Sponsored content.

By adding programmatic buying capabilities, LinkedIn is looking to offer advertisers “more flexibility in how they work with us”, hopefully leading to a more dynamic and beneficial relationship for both parties.

Xelsion is looking forward to testing the inventory soon, and seeing how the platform’s marketing capabilities will evolve in the future.