The LinkedIn Audience Network allows you to extend the reach of your Sponsored Content ad sets by delivering your ads beyond the LinkedIn feed to member accounts, subject to members' preferences, on trusted third-party apps and sites. When the LinkedIn Audience Network is enabled in ad set setup, the same targeting parameters, bid type, and budget created for your feed ad set applies.
When publishers in this network have space to sell, they send a signal out to bidders like LinkedIn. When a member account is signed into LinkedIn, we compare that signal with information we have about LinkedIn member accounts to find a match based on the targeting criteria you defined for your ad set. In some instances, we use a model to estimate whether the signal likely belongs to a member account, such as when a member account isn’t logged into LinkedIn or is visiting a third-party site or app on an iOS mobile device. In the European Economic Area (EEA) and Switzerland, we don’t collect site or app visit data from third parties (other than, subject to consent, customer sites that installed our Insight Tag) to inform the model. Learn more about how ads are served through the LinkedIn Audience Network.
Sponsored Content will appear on the LinkedIn feed and across trusted third-party publishers’ apps and sites.
We use a vetted list of approved publishers in the LinkedIn Audience Network to ensure customers’ ads are delivered in brand-safe placements. The placements across approved apps and sites include native and interstitial placements.
If you wish to avoid serving your ad on specific sites or apps, you can use category-level blocking or a block list of specific websites and apps to control your presence on the LinkedIn Audience Network.
The LinkedIn Audience Network algorithmically optimizes your ad set based on your audience targeting criteria, budget, and bid size to deliver your ads, which can help result in lower cost per key result.
Depending on your target audience and bid, you may see an increase in your impressions when you enable LinkedIn Audience Network, as your ad will have more chances to be displayed.
Keep in mind, you'll still want to ensure your ad set meets our best practices in order to improve performance.
Learn more
Yes, you can view the results on the Campaign Manager reporting dashboard. In the Campaigns, Ad sets, or Ads tab, select Breakdown at the top and choose On/Off Network. To download a CSV file of your report, select Export and choose Audience network ad performance.
You can also view a breakdown of your video ad metrics by placement by choosing Video from the Columns dropdown menu, then selecting Placements from the Breakdown dropdown menu.
You can preview how your single image, document, or video ad will render across publisher placements when you preview your ad in Campaign Manager. LinkedIn Audience Network placements must be enabled on your ad set to preview how your ads may be rendered.
The LinkedIn Audience Network ad renderings shift across publisher placements to drive engagement and might appear different than the preview.
Your content could look different depending on the ad size and format on the website or app where it's displayed. How the ad displays will adjust based on each publishers’ rendering guidelines. Our publishers optimize ads for the best ad experience to drive the best engagement, which means the layout of your creative will adjust from how the ad appears on the LinkedIn feed.
Here's a tip
To optimize for the best ad placements on the LinkedIn Audience Network, we recommend selecting images or videos with minimum overlay text and keeping your ad title on the shorter side.
Examples:
LinkedIn Audience Network is only available for ad sets with a single image, carousel, document, or video ad format selected. If you include a LinkedIn Event URL in your ad, your ads will only be displayed in the LinkedIn feed.
We honor the bid and budget you set for your ad set for reaching your audience on LinkedIn and beyond. You may find that your ad sets reach their budget faster, as your impressions will likely increase.
Currently, you can't run a separate ad set to reach your audience off-LinkedIn only. If the LinkedIn Audience Network is enabled for your ad set, any ads in that ad set could potentially be displayed on sites outside of LinkedIn as well as in the LinkedIn feed.