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QUICK HIT: Major Targeting Improvements at LinkedIn

LinkedIn has announced the launch of Matched Audiences, a new set of targeting capabilities that will provide marketers an opportunity to engage in website retargeting, account targeting and contact targeting.

As might be expected, the prospect of access to over 500 million members is quite appealing to digital advertisers. 

The Matched Audiences capability will essentially enable brands to retarget their website visitors, market directly to their customers from their own customer databases and automation platforms, and as a result, pretty much reach anyone on the professional network they desire.

The Account Targeting capabilities at LinkedIn, in particular, are very interesting as they will make it possible to upload a list of company names and match that against the 12 million company pages on LinkedIn - an exciting capability for those seeking greater support for their account-based marketing programs.

The Contact Targeting features are also worth a mention. Marketers will be able to upload their own list of email addresses, or connect directly to automation platforms including Marketo, Eloqua and LiveRamp to import their contacts.

Matched Audiences will reportedly begin rolling out this week for all LinkedIn advertising products.

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