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LinkedIn: Say hi to privacy-first B2B ad targeting

Combine business-to-business (B2B) ads with recent privacy regulations, and you get a recipe too acidic for even the strongest of taste buds.

LinkedIn seems to get this. The platform recently announced new, privacy-friendly ways to reach your desired B2B audience…

First, by using its owned data: LinkedIn expanded its Group Identity option across all ad types.

LinkedIn expanded its Group Identity option across all ad types.

That means you can use LinkedIn’s first and zero-party data, including user seniority, title, industry, etc., to help you “reach buying committees, measure campaigns, and optimize towards relevant objectives.”

And it doesn’t stop there… LinkedIn also began testing a new Conversions API that should allow you to connect your own first-party data as well.

Plus, the platform is testing On-Device Experimentation for its Brand Lift and A/B Test features, allowing “randomization and attribution to be processed via a virtual device” while maintaining privacy.

LinkedIn also said it will keep investing in privacy-enhancing technologies like clean rooms.

Why we care: Using Group Identity means you’ll have to rely on LinkedIn’s automated targeting options instead of tweaking and optimizing your campaigns manually, but it sounds like it’s worth trying out.

All these updates show that privacy-first advertising will be a key focus of all social platforms, which could lead to a tidal shift in ad performance. Let’s see what happens…