When LinkedIn bought B2B data platform Bizo in 2014, it aspired to create a unique platform that enabled marketers to target professional audiences at scale.
The realities of that undertaking proved challenging. LinkedIn’s lead-generation system was sold separately from its campaign management tools, complicating its go-to-market strategy. The underlying technology infrastructure was also clunky.
“There were different systems to render the ad, handle the targeting component and the forecasting element,” Glass explained. “We brought all of that together and unified it so that one system is now multitenant and accepts more ad formats.”
The overhaul reduced latency by more than 30%. The time it took internal teams to manage these disparate workflows also declined 40%.
Glass claims LinkedIn can now innovate far faster and speed up delivery of new ad products.
“There was no way to innovate at the pace this industry was moving without fundamentally changing how our architecture worked,” Glass said.
Generating custom lists is another gaping hole in LinkedIn’s marketing stack. Facebook already has Custom Audiences and Twitter has Tailored Audiences, allowing marketers to upload their CRM lists and target specific groups or segments of IDs, but LinkedIn had yet to follow suit.
LinkedIn rolled out a quasi-custom audiences feature in March, which applied the same idea to company-based targeting, but Glass says stay tuned.
“We have a pretty good backlog of features we’re working on,” he said. “I can say we’re actively working on additional custom audiences features, but there’s no hard timeline on when we’ll be releasing those to market.”