LinkedIn on Wednesday launched the LinkedIn Audience Network, a platform enabling advertisers to serve sponsored content on sites and apps beyond its own feed. These properties include desktop placements on parent Microsoft’s properties like MSN and Outlook.com, as well as on third-party publishers through integrations to exchanges like MoPub, Google’s AdX, Rubicon and Sharethrough. LinkedIn […]
LinkedIn is launching more programmatic buying access to its historically walled arsenal of B2B inventory, just two weeks after Microsoft acquired it. Tuesday’s launch of programmatic display opens RTB access to all major demand side platforms and agency trading desks. Advertisers can either buy LinkedIn display ad inventory via the open exchange or through LinkedIn Private Auctions. The […]
Marketers on LinkedIn have long been able to target titles like “VP of engineering” for sponsored updates and inMails. On Tuesday, LinkedIn rolled out account targeting, allowing marketers to target actual companies in their campaigns, up to 30,000 of them at a time. Wait, LinkedIn couldn’t target by company before? “This has been one of the […]
LinkedIn acquired Bizo in July 2014 with grand visions of making a B2B ad platform. Those visions haven’t panned out. During its Q4 earnings call Thursday, the company said it would kill off Lead Accelerator, the B2B lead-nurturing product that came out of the $175 million acquisition of Bizo. It was a fast death: LinkedIn […]
Demandbase has acquired Seattle-based WhoToo, a behavioral data platform focused on B2B marketing, for an unidentified sum, the company disclosed Thursday. Underscoring the deal was Demandbase’s desire to beef up its behavioral marketing data set and hook into clients’ existing data-management platforms. “This isn’t just data for data’s sake,” noted Chris Golec, CEO of Demandbase: […]
LinkedIn CEO Jeff Weiner referenced a “re-envisioned” marketing solution suite coming soon during the company’s Q4 earnings, and it appears he acted swiftly. The company on Thursday rolled out two products: LinkedIn Network Display and LinkedIn Lead Accelerator. [The company’s blog post.] Network Display is an ad product reaching across 2,500 publisher sites as well as […]
LinkedIn had strong growth across all lines of business in the fourth quarter. Marketing Solutions revenue for the quarter was up 56% year over year, coming in at $153 million. This beat some analysts expectations, which projected that figure at a slightly lower $131 million. [Here are the full results.] Marketing Solutions accounts for 24% of […]
Global asset management firm OppenheimerFunds spends an estimated $15 to $20 million each year on media. The company had historically allocated those dollars to “trade pub rags and TV,” according to Kirti Srikant, associate vice president and director of brand advertising and marketing, but is evolving its media mix to include more complex digital, out-of-home […]
LinkedIn has plans to make marketing leads “more quantifiable, and attributable” across the Web and through a company’s own sales channels, and in a year’s time will enable a much deeper view of conversions. “If you have a tool that can import all of your prospects to a LinkedIn tool, why wouldn’t you want to […]
LinkedIn’s discontinuation of Bizo’s business data service is an opportunity for data-management platform (DMP) and data services company eXelate. The company revealed plans Thursday for B2BX, a data-as-a-service offering for B2B advertisers. The company appointed Frannie Danzinger, Bizo’s former director of marketplace development, to spearhead the new development as VP of strategic solutions and plans to hire more […]
LinkedIn CEO Jeff Weiner confirmed the social network wants to enable customers to prospect and nurture leads well beyond its own walled garden during the company’s Q2 call Thursday, though he stopped short of calling it an ad network. “As big a network as LinkedIn is – and they’re adding exponential numbers of people everyday […]
Professional social networking platform LinkedIn on Thursday posted Q2 revenue of $534 million, a 47% YoY increase from $364 million. Marketing Solutions revenue, now 20% of LinkedIn’s total business, was $101 million for the second quarter, a 44% uptick from last year. Talent Solutions and Premium Subscriptions account for 60% and 20% of revenue, respectively. LinkedIn […]
Professional social networking platform LinkedIn seemed to commit to programmatic, particularly among the B2B community, when it acquired business data company Bizo for an estimated $175 million Tuesday. LinkedIn “has a bet on CRM and their investment in Bizo shows they really want to double down on B2B marketers,” said Ray Wang, chairman and principal […]
LinkedIn will buy Bizo, a B2B display ad platform, for $175 million in cash and stock, the companies said Tuesday. “It’s exciting for us to bring Bizo’s expertise and technology into our ecosystem,” said Deep Nishar, LinkedIn’s SVP of product and user experience, in a statement. “Our ability to integrate their B2B solutions with our content marketing […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Russell Glass, CEO at Bizo. Yes, the B2B advertising campaign is in the last throes of death. Don’t believe me? I’ll explain. It all started with the buyer’s journey, which […]
There’s a change afoot in the B2B marketing camp, at the heart of which is demand for a more nimble lead-nurturing mechanism. Bizo, a provider of online ad targeting solutions for B2B marketers, released Monday Multi-Channel Nurturing, designed to incorporate a wider swath of lead generating channels, from email to display and social advertising. The […]
Bizo, a maker of B2B digital media and marketing solutions, is betting on the growing importance of paid media to marketing tech. After citing Q4 gross revenue of $12.4 million and a $50 million annual run rate with media costs that average in the 35-40% range, Bizo’s CEO Russ Glass said Bizo for Marketing Automation, […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Russell Glass, CEO at Bizo. Real-time bidding (RTB) emerged in the last few years as a new approach to buying and selling online display advertising in real time. The promise of RTB was, […]
Oracle Eloqua is ramping up its paid media offering to marketers through a partnership with data-driven B2B display ad platform Bizo. And Bizo, in turn, has added marketing automation capabilities from Oracle. The Oracle Eloqua AdFocus application integrates display advertising into broader multichannel campaigns. Users can target personalized placements through the Bizo ad network, which […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Sean Callahan, marketing director at Bizo and editor at Digital Marketing Remix. Digital ad spending continues to climb, with US budgets expected to reach $42.5 billion this year and grow […]
In the past few years, Bizo CEO Russ Glass says that marketers have gotten smarter about using online data for targeting – and that’s a good thing, since his company’s success revolves around B2B audience segments gleaned from data partnerships with publishers. It’s less about “evangelizing the value of data,” says Glass, as the marketer […]
Russell Glass, CEO of Bizo, discussed the b2b targeting data platform’s new self-service media application to debut later this quarter, MyAds. Read more on the Bizo blog. AdExchanger.com: What keyed your interest in offering a self-serve media business that leverages Bizo data? RG: It’s all about getting our capabilities into the hands of businesses that […]
Russell Glass is CEO of Bizo, a business-to-business ad network. AdExchanger.com: Judging from your June release, Bizo business appears to have momentum. Has B2B been slowed in the recession or never stopped? What are you expecting from the economy in the next 12 months? B2B has been hurt by the recession, but it has kept […]
