Microsoft Advertising is introducing LinkedIn Profile targeting for connected TV campaigns, giving advertisers a new way to combine professional audience data with broadcast inventory.
The announcement was made by Product Liaison Navah Hopkins during the SEM Stories event on May 14.
Why do we care. Microsoft has long distinguished itself by accessing LinkedIn audience data. Bringing that targeting capability to connected TV expands those signals into a fast-growing funnel format that has long lacked professional precision targeting.
For B2B marketers in particular, the move can help bridge the gap between brand awareness and performance measurement.
What’s new. According to Hopkins, marketers can now target connected TV audiences using LinkedIn profile features tied to a user’s activity.
That means advertisers can reach audiences based on technical features such as:
- Industry
- The work of the work
- Company category
- Professional signs
Hopkins pitched the feature as a way to build a “truly meaningful” audience list that doesn’t rely on click-based intent signals.
Big picture. The announcement fits with Microsoft’s broader push into AI-powered and audience-first advertising experiences.
During the session, Hopkins repeatedly emphasized the intersection of product and performance, saying AI-driven journeys are disrupting traditional funnels.
Connected TV sits squarely in that conversation.
Historically, CTV has been considered a channel with a weaker weight than search or shopping campaigns. LinkedIn’s powerful audience targeting can make those campaigns more effective for action-minded marketers who need tighter audience controls.
The update also strengthens Microsoft’s position against competitors in both the broadcast and B2B advertising markets.
What you can watch. Key questions remain, available markets, measurement capabilities and features, how granular LinkedIn audience segmentation will be for CTV campaigns and privacy and compliance controls for professional audience targeting.
Still, the announcement gives Microsoft another point of difference in a crowded CTV market where advertisers are increasingly seeking tighter audience precision without compromising.
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