LinkedIn and Adobe announce new data partnership in a bid to improve ad targeting

LinkedIn has persisted in its endeavors to spread its reach regarding its audience: a new partnership with Adobe has been recently announced, and will help grow the account-based marketing strategies of LinkedIn to Adobe clientele.

As explained by Adobe:

"Adobe and Microsoft are aligning key data sources to populate account-based profiles in Adobe Experience Cloud, including Marketo Engage and Microsoft Dynamics 365 for Sales. This will empower B2B marketers and sellers to easily identify, understand and engage B2B customer buying teams."

The deal will essentially enable marketing and sales teams to utilize data from LinkedIn, Marketo Engage and Microsoft Dynamics 365 to gain greater insight into the audiences they need to reach, and target them more effectively. So say, for example, an Adobe customer is selling office supplies - they'll now be able to utilize LinkedIn's audience data and ad targeting tools to show ads to the specific decision-makers, based on job roles, locations, etc., to more effectively market their offerings. 

The main target for this new partnership appears to be Salesforce, which provides similar targeting and reach capacity, though without the full, in-depth professional and career dataset of LinkedIn. As you may recall, back in 2016, when Microsoft's pending takeover of LinkedIn was first announced, Salesforce voiced its opposition to the merger, noting, "Microsoft's proposed acquisition of LinkedIn threatens the future of innovation and competition. By gaining ownership of LinkedIn's unique dataset of over 450 million professionals in more than 200 countries, Microsoft will be able to deny competitors access to that data, and in doing so obtain an unfair competitive advantage." 

Read more here.

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