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


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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