The story. As of 22 October, advertisers can use LinkedIn’s professional audiences to buy streaming ads inside Google’s DV360. Job titles and company information now steer programmatic CTV buys. (AdExchanger, 22 October 2026)
01What happened
- The launch. LinkedIn’s audience targeting can now be used to buy CTV ads directly through DV360. LinkedIn first offered CTV to advertisers in 2024 and widened it in 2025.
- The pitch. Jae Oh, senior director of product management at LinkedIn Marketing Solutions, says it answers two advertiser complaints. Buyers want more flexibility with DSP partners and less wasted spend.
- Why B2B. Oh says “not everyone can buy your product”, and that third-party sources struggle to reach professionals at a specific company or profile.
- The test advertiser. VistaPrint, which sells custom printed promotional products, has bought CTV through LinkedIn for under a year. Its DV360 representative made the introduction.
- What it targeted. The first test aimed at administrative, marketing, operations, media and communication roles. A later campaign promoted signage and promotional products to narrower groups.
- The result so far. The test ended in September. A brand lift study ran alongside and showed positive results, though VistaPrint says they are not yet fully measurable.
- LinkedIn’s own claims. LinkedIn says its CTV ads deliver 2.6 times stronger awareness lift for B2B audiences than other providers. It also says 94% of its members are ad-supported CTV viewers.
- The wider race. Pinterest bought CTV startup TVScientific last year. Recent reports say Meta is talking to SSPs about taking its audiences to streaming.
02What it means inside a GAM network
The data stays with LinkedIn and Google. A publisher sees none of the job-title targeting, only the bid that arrives.
What changes is who is shopping. A B2B marketer who used to buy CTV by genre or daypart can now say “finance directors at mid-sized firms” and let the DSP find the screens. The impression you sell may be the same. The buyer’s reason for wanting it is different, and the price they will pay depends on the audience, not the show.
A buyer using audience data from outside your site has little use for your own targeting and a lot of use for a clear supply path. The publisher’s job becomes being the cleanest, fastest route to the screen.
Two cautions. The 2.6 times lift is LinkedIn’s claim, and the source gives no method for it. VistaPrint’s own results are positive but not yet fully measurable. Treat both as a vendor’s first story, not a benchmark.
Platforms with their own audience data are lining up to sell it into streaming auctions.
03What publishers should do about it
04The bottom line
Platforms with their own audience data are lining up to sell it into streaming auctions. Publishers cannot see that data, but they can be the easiest place to spend it.