LinkedIn is entering the connected TV (CTV) market by naming The Trade Desk as its first demand-side platform partner. This collaboration allows advertisers to use LinkedIn’s professional data to target specific B2B audiences on streaming services. Marketers can now reach high-level decision-makers, such as chief marketing officers and IT leads, on large screens.
The move comes as U.S. CTV advertising spend is projected to exceed $37 billion this year. Advertisers will purchase these spots programmatically through The Trade Desk, utilizing Microsoft’s Monetize platform.
This partnership supports a full-funnel marketing strategy. Brands can launch streaming campaigns and subsequently retarget those same viewers directly on the LinkedIn platform.