LinkedIn, which is owned by Microsoft, is expanding its interest targeting capability with Bing search data.

Bing recently began incorporating LinkedIn data for search ad targeting and now we’re seeing search data being used for targeting on LinkedIn for the first time since Microsoft acquired the B2B social network in 2016.

With this expansion into interest targeting capability, advertisers will be able to target LinkedIn users based on the professional topics and content they engage with on both Bing and the professional interests they’ve indicated on LinkedIn.

Back in January, LinkedIn launched interest targeting, which allowed advertisers to target users who indicated professional interests.  It launched with over 200 topics, such as AI, customer experience and global economy.  Interest targeting can even be used together with account targeting.

New audience templates also launched Wednesday as well. Designed for newer LinkedIn advertisers, they offer a selection of more than 20 predefined B2B audiences with characteristics such as skills, job titles and groups that can get activated quickly.

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