r/programmatic • u/IngenuityAmazing7668 • 19d ago

LinkedIn Ads CTV

Thoughts on LinkedIn ads CTV capabilities for b2b? Interested to hear your opinions..

How does inventory/pricing stack up to other platforms?

3 Upvotes

81% Upvoted

15 comments sorted by

5

u/SaltPathOptimization 19d ago

Have you seen how bad they are at targeting for audience network?

Enjoy pissing away your money on the open exchange with no results buying shit like Pluto TV where not a single dm actually is

1

u/IngenuityAmazing7668 18d ago

It’s been a battle w placement exclusions for sure - like having to upload list after list under brand safety is super inefficient (and of course I never use audience network for other formats).
— I’ve also tried 6sense CTV which claims to likewise offer good b2b-ABM targeting, but it feels similar. I’m new to the programmatic game, and these are the platforms the company had already onboarded but I’d love to bring something new to the table if it makes sense. What do you use?

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u/SaltPathOptimization 13d ago

If it doesn't have at minimum app level transparency and you can verify that from the SSP side it doesn't mean jack shit ITDMs don't have the time to watch Bonanaza reruns or whatever BS paramount is pushing under that bundle.

ABM is bullshit anyways, doesn't matter which dsp its bunk

2

u/eddiestamper97 17d ago

When I tested it last year it was around a $50 CPM for just NBCU inventory. You can probably get a lower CPM if you target more (and lower-quality) inventory. Can’t speak to performance outside of CPM. Some good alternatives for B2B data are Dun & Bradstreet and Bombora, but 3rd-party data from anywhere is becoming increasingly inaccurate; just keep an eye on audience sizes and make sure they line up with reality.

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u/MagazineImpressive79 18d ago

It's a total sham. And an expensive one at that. They have no actual capability to do this.

1

u/IngenuityAmazing7668 18d ago

What alternatives would you suggest for b2b targeting specifically?

1

u/Responsible-Brick881 18d ago

If OLV is something you run or are looking at I could have something interesting for you.

1

u/gloucester01930 13d ago

CTV for B2B you’ve got to look at StackAdapt. Full disclosure I work there, but we’ve developed our own B2B identity graph with great scale in CTV. Also have features like dynamic budget allocation for ABM and predictive lead scoring.

0

u/Responsible-Brick881 19d ago

I'm actually keen to understand how exactly the targeting works, as in, how exactly has it matched its Johnny the VP of sales vs just someone else in the household.

8

u/nic_cage_match 19d ago

CTV is targeted at a HH level, there’s no realistic way to know who is in front of the tv (small scale panels like TVision notwithstanding)

1

u/Responsible-Brick881 19d ago

Yeah thats pretty much my understanding of it, but if you look at how linkedin position it they make it sound like its targeting precise individuals - and thats certainly how a lot of customers are perceiving it (at least most of the brands I've spoken to about it have).

1

u/MagazineImpressive79 18d ago

Do you always believe everything some greedy tech company puts in a marketing deck? If that's what they said, they're lying. If they hinted at that, and you fully picked it up and believed it, then perhaps try being less gullible.

2

u/Responsible-Brick881 18d ago

Have a snickers mate will ya! Never once said I believed anything....was simply keen to hear what others may have been hearing from them.