To help businesses target people visiting their websites with ads based on their email addresses, LinkedIn will be launching a new website retargeting and email targeting options called Matched Audiences, reveals a presentation published by the company’s Marketing Solutions site as well as videos posted to the division’s YouTube channel, reports Marketing Land website.
The new program is slotted for release in November 2017 and will be made available to certain advertisers according to the leaked presentation. It can be used for targeting LinkedIn’s sponsored content ads appearing in people’s LinkedIn feeds and Sponsored InMail campaigns that are attached to user’s LinkedIn inboxes.
Combined with LinkedIn’s standard ad targeting options, Matched Audiences program will help businesses better target audiences based on job title, location, seniority level, gender, etc.
Compared to its competitors Facebook, Google, Twitter and Pinterest who too also have a retargeting option, LinkedIn’s Matched Audiences program seems better contextualized as unlike other platforms, this business and employment-oriented social networking platform allow marketers to advertise and pitch clients in a work environment.
With accounts having people’s work email addresses attached, it becomes an ideal setup for marketers to court their targeted audience in a relevant context.