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  • Roundabout Team

LinkedIn Announces New Data Partnership with Adobe to Improve Ad Targeting

LinkedIn continues to expand its audience targeting capability, this time through a new partnership with Adobe which will expand LinkedIn's account-based marketing capabilities to Adobe Experience Cloud users.

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 that:

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