LinkedIn has rolled out a new update that extends ad verification beyond the LinkedIn app itself. This gives more tools to advertisers in understanding campaign performance.
The social network is partnering with DoubleVerify to deliver global post-bid measurement capabilities to LinkedIn Audience Network campaigns.
What LinkedIn’s Latest Ad Verification Update Means
Through LinkedIn Audience Network, advertisers can use their Sponsored Content campaigns to go beyond the LinkedIn feed. In addition, they can display ads across a range of approved third-party apps and websites.
With the new post-bid capabilities provided by DoubleVerify, advertisers can independently measure the results of their ads in terms of placement and distribution. These capabilities work across the Audience Network.
LinkedIn Audience Network verification will be performed in terms of:
- Invalid traffic
- Viewability
- Brand suitability
- Geography
- Insights about site-level delivery
As noted by DoubleVerify, the aim is to help brands gain independent insight into the way and the places ads were delivered. This applies through the extended LinkedIn Publisher Network.
Why This Matters to B2B Advertisers
LinkedIn Audience Network remains critical for B2B marketers. Since LinkedIn offers such extensive targeting possibilities, B2B advertisers are among the biggest LinkedIn customers.
At the same time, as ads go beyond LinkedIn’s core feed, there is greater need for verification tools. These tools are needed to ensure that ads appeared in appropriate contexts.
LinkedIn currently provides pre-bid measurement and filtering to protect advertisers from poor placements through verified partners like DoubleVerify. LinkedIn’s official help page says that LinkedIn uses automated solutions for protecting traffic quality and brand safety based on first- and third-party measures. These measures are provided by partners like DoubleVerify, Pixalate, and HUMAN.
LinkedIn Keeps Pushing Beyond LinkedIn Feed
LinkedIn’s recent updates fit into its overall approach toward expanding ad opportunities beyond the LinkedIn feed.
LinkedIn introduced CTV Ads earlier this year and partnered with DoubleVerify to provide independent measurement for them. This measurement includes invalid traffic, viewability, brand suitability, and geography.
For marketers, this means the ability to track where exactly their ads appeared in addition to the audience metrics.
The Big Picture
Third-party verification has emerged as an important feature of today’s digital ads. Brands increasingly want proof that their campaigns run in appropriate and legitimate conditions.
By expanding its DoubleVerify partnership, LinkedIn seeks to give advertisers greater control over off-feed ad placements. It also works to ensure more transparency about media quality.
From a marketer’s perspective, this may mean the ability to scale up LinkedIn ads without losing the ability to manage media placement quality.
Conclusion
LinkedIn expands ad verification with DoubleVerify to deliver post-bid measurement for LinkedIn Audience Network campaigns. This gives advertisers more tools for evaluating the quality of their off-platform ad placements. It also increases transparency around media delivery and campaign performance.