Microsoft Advertising Adds LinkedIn Profile Targeting to Connected TV Campaigns

Microsoft Advertising has announced a new way for marketers to reach audiences on connected TV (CTV) by leveraging LinkedIn profile data. The move, revealed by Product Liaison Navah Hopkins at the SEM Stories event on May 14, expands the platform’s powerful professional targeting into a channel that has traditionally been dominated by brand‑heavy advertising.

Why This Matters for B2B Marketers

For businesses that rely on building relationships with decision‑makers, the ability to target viewers based on their professional attributes is a game‑changer. Until now, CTV campaigns relied largely on demographic and household data, leaving a gap for advertisers who want to reach specific industries or job functions. By integrating LinkedIn profile signals, Microsoft is bridging that gap and giving B2B brands a new tool to move prospects from awareness to consideration.

In addition, the feature aligns with a broader industry trend toward “performance‑first” advertising. With AI and machine learning driving more precise audience segmentation, marketers are increasingly looking for ways to combine brand exposure with measurable outcomes. LinkedIn’s data—already a cornerstone of Microsoft’s audience platform—provides a rich source of intent‑like signals that can be applied to the relatively uncharted territory of CTV.

How the New Targeting Works

According to Hopkins, advertisers can now define CTV audience segments using LinkedIn profile attributes that are tied to a user’s profession. This means that marketers can build campaigns that reach viewers based on:

• Industry – e.g., finance, healthcare, technology, manufacturing
• Job function – such as marketing, engineering, sales, or human resources
• Company category – small‑to‑mid‑size businesses, large enterprises, or specific sectors like SaaS or retail
• Professional identity signals – including seniority level, skill endorsements, and group memberships

These attributes are matched against the audience that is watching content on connected TV devices, allowing advertisers to create “meaningful” lists that go beyond generic demographic filters. The result is a more precise way to deliver brand messages to the people most likely to be in buying or decision‑making roles.

Integrating Brand and Performance Goals

Hopkins emphasized that the new capability is part of Microsoft’s larger strategy to collapse the traditional funnel. By combining AI‑driven audience insights with CTV’s high‑engagement format, the platform can support both brand awareness and performance objectives. Advertisers can now launch campaigns that generate top‑of‑the‑funnel impressions while simultaneously driving measurable actions such as website visits or lead form completions.

Historically, CTV has been treated as a brand‑heavy channel with weaker attribution than search or display. The integration of LinkedIn data helps to change that narrative by providing a clearer link between the audience that sees the ad and the professional intent behind their viewing habits. This shift is especially valuable for B2B marketers who need to justify spend with tangible ROI.

Getting Started with LinkedIn‑Based CTV Targeting

To take advantage of this new feature, advertisers should:

1. Log into the Microsoft Advertising portal and navigate to the CTV campaign creation wizard.
2. Select the “LinkedIn Profile” targeting option from the audience selection menu.
3. Choose the desired professional attributes (industry, job function, etc.) that align with your campaign goals.
4. Set your budget and creative assets, keeping in mind that CTV offers a premium view‑through rate.
5. Launch the campaign and monitor performance using Microsoft’s reporting tools, which now include LinkedIn‑based audience metrics.