How to buy Programmatic Display at LinkedIn

1. PROGRAMMATIC BUYING
Reach and acquire high value customers at scale

2. Programmatic advertising is exploding in growth
+34%
projected worldwide programmatic
ad spend growth in 2016*
*Source: ZenithOptimedia, “Programmatic
Marketing Forecasts 2015”, eMarketer
calculations Dec 7 2015”
**http://www.emarketer.com/Article/More-Than-
Two-Thirds-of-US-Digital-Display-Ad-Spending-
Programmatic/1013789
+72%
of online media will be bought
programmatically by 2017**

3. But with growth, comes complexity
+98%
Growth in display technology
providers 2015 vs. 2014*
*Source: Chiefmartec.com 2015 Marketing
Technology Landscape, January 2015

4. In light of an increasingly complex technology and publisher ecosystem,
programmatic advertisers now struggle to ensure their
advertising dollar reaches “the right” audiences
Display advertisers face new challenges
Cite low inventory quality
as a leading challenge*
See low viewability
as a significant obstacle**
Believe ad fraud poses a
performance issue**
*Source: AOL Platforms, “7 Things You Need to Know About Programmatic Right now”, Aug 13, 2014”
**Source: Association of National Advertisers (ANA) and Forrester Consulting, “2016 Programmatic Media Buying Survey”, March 3, 2016
61% 63% 69%

5. Programmatic buying for LinkedIn Display Ads combines efficiency and control with quality inventory
Reach quality audiences at scale in a premium context
Efficiency
Control
Measurement
Programmatic Buying
Quality Audience
High Viewability
Brand Safe
Environment

6. 61M
senior-level
influencers
40M
decision makers
10M
opinion leaders
6M
C-level execs
22M
Mass Affluent
4M
IT decision makers
414Mprofessionals are on LinkedIn
The Largest Global Community of Professionals

7. Members first approach allows advertisers to confidently reach the
audiences that matter and maximize their advertising investments
Why LinkedIn for Programmatic Display Advertising?
Quality Audience
4 out of 5 members drive
company business decisions
High Viewability
Low ad load means more of your
impressions are viewable
Brand Safe and Secure
Log-in requirement eliminates
click fraud concerns

8. Advertise more
efficiently
Engage customers
based on identity and intent
Gain real-time
performance insights
Take control and scale your
Display Ads programs with
auction-based pricing
Precisely target high-value
customers using your own data
or LinkedIn audience segments
Leverage your platform to
measure performance across a
variety of objectives
Reach premium audiences at scale

9. Choose the targeting option that works best for your business
Target audiences based on intent or identity
Your Data
(Purchase Intent)
LinkedIn Audience Segments*
(Professional Identity)
*Disclaimers: LinkedIn audience segments are subject to change at any time and targeting with LinkedIn audience segments is only available through LinkedIn Private Auctions; Homepage-only
placement option is not available with LinkedIn LinkedIn audience segment targeting; LinkedIn LinkedIn audience segment targeting cannot be combined with targeting using your own data
DMP Audiences
CRM Contacts
Website Visitors
Life Segments
Seniority
Professions
Company Size
OR
Example LinkedIn audience segment categories

10. LinkedIn Display Ad inventory can be purchased through open or private RTB auctions
Programmatic Buying Options

11. Choose from more than 100 approved buying platforms to purchase inventory including:
Leverage your preferred programmatic buying platform
Demand-Side Platforms (DSPs) Agency Trading Desks (ATDs)

13. Appendix Slides

14. Two powerful ways to reach the right buyers in a premium context
LinkedIn Display Ads
Choose from two flexible display ad purchasing
options, or use both to maximize impact:
Programmatic buying: Reach premium audiences
at scale through real-time buying of LinkedIn.com
inventory using your preferred platform
Managed buying: Drive awareness with
guaranteed reach through reserved impressions
purchased directly from LinkedIn

15. Target with
precision
Reserve your
preferred audience
Control your
investment
Reach the people that
matter most using accurate,
profile-based, first-party data
Deliver your message to
your target audience
with guaranteed impressions
Manage your spend and
lock in your rate with
fixed CPM pricing
Reserve inventory directly through LinkedIn using managed buying
Drive brand awareness with guaranteed reach

16. Choose the best option based on your needs
LinkedIn Display Ads: Programmatic Vs. Managed Buying
Programmatic buying Managed buying
Most common campaign
objectives
Reach / Engagement / ROI Reach / Brand Awareness
Purchase Channel(s) Through your preferred programmatic buying platform Insertion order (IO) via LinkedIn sales representative
Available Targeting
Options
Advertiser’s 1st or 3rd party anonymized cookie data
across the LinkedIn Run of Professionals (ROP)
OR
LinkedIn programmatic audience segments*
Location
Company (Size, industry or name)
Experience (Seniority, function or occupation)
Education (School, degree)
Demographics (Age, gender)
Groups
LinkedIn audience segments*
Campaign Analytics Not provided by LinkedIn
Impressions
Clicks by audience
CTR
Pricing Second price auction Fixed CPM
*For programmatic buying, this option is only available through the Private Auction option
**Supported ad sizes / formats include: 350x250, 160x60 / HTML5, JPG, PNG, GIF
***Placement options are limited to right hand side of desktop version of LinkedIn.com, across the website or homepage (private auction only)

17. Once upon a time
Advertiser Agency
Male 18-35
Male 18-35
Male 18-35
Publisher 1
Publisher 2
Publisher 3

18. Programmatic advertising is the automation of buying and selling using data and technology
That helps advertisers and sellers operate at scale using a single platform
A better way for advertisers and publishers to work together
Advertiser Programmatic
Advertising
Publishers
2

19. Slide 18
2 +dmorris@linkedin.com
Check out my mad animation skills
Mark Turner,

20. The programmatic advertising supply chain
Advertiser
Selects budget,
targeting and creative
DSP / ATD
Purchases inventory for
advertiser in real-time
Ad Exchange
Brokers deals between
advertiser / publisher
Publisher
Chooses available
inventory and pricing