LinkedIn & Left Out: Why B2B Can’t Afford Closed Platforms

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John Merris, VP of Programmatic, gives his perspective on why open platforms might better serve B2B marketers in light of LinkedIn’s move toward providing advertising opportunities.

If you’re looking for a job or to hire an employee, LinkedIn is the leader by a mile. But LinkedIn is evolving. The professional social network is pivoting toward digital advertising and lead gen with the recent launch of a digital ad network. This has b-to-b marketers excited, and for good reason. LinkedIn’s arrival in the space represents a strong move that could influence the programmatic revolution in a big way. But before B2B marketers shift the lion’s share of their budgets to LinkedIn, they should ask if LinkedIn’s closed approach is best…

View original article here.





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