LinkedIn Audience Network

The LinkedIn Audience Network allows you to extend the reach of your Sponsored Content campaigns by delivering your ads beyond the LinkedIn feed to members on third-party apps and sites. It algorithmically optimizes your campaign based on your audience targeting criteria, budget, and bid size to deliver your ads on sites and apps where your target audience is, which can help result in lower cost per key result.

Here's a tip

When you enable the LinkedIn Audience Network during campaign setup, the same targeting parameters, bid type, and budget created for your campaign applies.

About the LinkedIn Audience Network

Enabling the LinkedIn Audience Network means your Sponsored Content ads are:

Automatically delivered across a network of trusted publishers to expand ad reach to your target audience.
Optimized for delivery across placements based on your chosen campaign objective.

For each campaign, how the ad renders will adjust based on the placement and rendering specifications of each publisher. Top examples of ad renderings can also be viewed in real-time using the ad preview feature.

Keep in mind, the LinkedIn Audience Network feature is currently available for campaigns using these ad formats:

Single image ads
Carousel ads
Document ads
Video ads

LinkedIn Audience Network preferences and reporting

When you enable the LinkedIn Audience Network for your Sponsored Content single image, carousel, document, or video ad campaigns, you can customize your ad delivery by:

Excluding certain categories of publishers based on IAB categories. Keep in mind, IAB categories are provided by our partner Pixalate, and could be updated or changed during your campaign. We recommend that you review the categories throughout your campaigns and update your block or allow list as needed.
Choosing to include or exclude specific third-party sites and apps by uploading a custom allow or block list. This allows you to choose the apps and sites that your content appears on.

Once you launch a campaign with LinkedIn Audience Network enabled, you can view the results from Campaign Manager with the On/Off Network breakdown or by downloading a CSV report. For video ads, you can also view a breakdown of your ad placements with the Placements breakdown view.

If you use Business Manager to manage your ad accounts, you can also share your allow and block lists with other ad accounts in Business Manager.

Important to know

Some ads running on the LinkedIn Audience Network may use Group Identity to deliver and measure ads.

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