Amazon Ads and LinkedIn have announced a new collaboration that helps advertisers reach professional audiences through streaming TV (CTV) advertising.
The partnership brings LinkedIn’s first-party audience signals to streaming TV inventory through Microsoft Monetize — the supply-side platform of LinkedIn parent Microsoft and a preferred partner of Amazon’s demand-side platform (DSP).
This means advertisers on Amazon DSP will now be able to reach B2B audiences in premium TV environments by leveraging LinkedIn’s data.
| Key Element | Detail |
|---|---|
| Amazon DSP | Demand-side platform for ad buying |
| Microsoft Monetize | Supply-side platform (Microsoft/LinkedIn) |
| LinkedIn data | First-party audience signals |
| Inventory | Streaming TV (CTV) |
| Target audience | B2B professionals |
How It Works: LinkedIn Data Meets Amazon DSP
Marketers using Amazon DSP to manage full-funnel campaigns across:
- Streaming TV
- Display
- Online video
- Audio
can now add LinkedIn targeting data drawn from the platform’s 1 billion-plus members.
Targeting Options Available
| Targeting Criteria | Examples |
|---|---|
| Job title | Chief Marketing Officer, Director of Sales |
| Industry | Technology, Healthcare, Finance |
| Seniority | Executive, Director, Manager |
Official Statements
David Roter, LinkedIn Senior Director
“B2B marketers want to reach decision‑makers where they’re spending time — and streaming TV is an essential part of that mix.”
“This collaboration with Amazon DSP expands how advertisers can buy LinkedIn CTV Ads, while still reaching the buyers that matter most to deliver measurable business outcomes at scale.”
Amazon Statement
The collaboration builds on a preexisting tie-up between Amazon and Microsoft around ads.
The Bigger Picture: Amazon-Microsoft Advertising Relationship
| Event | Year | Detail |
|---|---|---|
| Amazon DSP named preferred partner | 2025 | For advertisers using Microsoft Invest |
| Microsoft Invest shut down | 2025 | Sunset of legacy platform |
| Microsoft Monetize | Current | Preferred supply-side partner in Amazon Ads Certified Supply Exchange program |
| Amazon upfront presentation | May 11, 2026 | Next milestone |
Amazon’s Advertising Growth
| Metric | Figure |
|---|---|
| Q1 advertising revenue | $17.2 billion |
| Year-over-year growth | 22% |
Amazon’s CTV Partnership Strategy
Amazon has worked to make its DSP more attractive through partnerships including:
| Partner | Focus |
|---|---|
| Netflix | CTV inventory |
| Samsung | CTV inventory |
| Tubi | CTV inventory |
| Comcast | CTV inventory |
| B2B targeting data |
“The new partnership with LinkedIn is in line with those previous moves.”
LinkedIn’s Advertising Momentum
| Metric | Figure |
|---|---|
| Revenue growth (fiscal quarter ended March 31) | 12% |
| Members | 1 billion+ |
LinkedIn’s Video/CTV Push
- Partnership with The Trade Desk around CTV ads
- 81% of B2B CMOs believe that video accelerates sales cycles and lead conversion compared to other ad formats (per LinkedIn survey)
Why This Matters for B2B Marketers
| Challenge | Solution from Partnership |
|---|---|
| Reaching decision-makers | LinkedIn’s professional targeting data |
| Professionals on streaming TV | CTV inventory through Amazon DSP |
| Fragmented media landscape | Simplified ad buys across platforms |
| Full-funnel campaigns | Single DSP for CTV, display, video, audio |
What Advertisers Can Do Now
| Capability | Availability |
|---|---|
| Run LinkedIn CTV ad campaigns | Using Amazon DSP |
| Target by job title, industry, seniority | Yes |
| Access premium TV environments | Yes |
| Combine with other Amazon DSP inventory | Yes (display, video, audio) |
