‘The Microsoft LinkedIn Deal: What it means for advertisers’ – Marketing Land
Ginny Marvin says, “While much of the talk about Microsoft’s plans to buy LinkedIn for $26.2 billion in cash, announced Monday, has focused on beefing up its cloud business, there’s much to be considered for advertisers, particularly B2B advertisers.
In past years, Bing Ads executives have talked about the breadth of user data that Microsoft has spanning work and personal accounts and hinted at a newfound willingness to open access to that data vault for ad targeting under Satya Nadella. In 2014, David Pann, Bing’s General Manager, told me in an interview that they were looking at ways to integrate with Azure, Microsoft’s cloud platform, and to leverage the business intelligence that platform offers. However, this messaging has never been widely articulated, and translating the value of that trove of data to advertisers has been muddled, if discussed at all.
Fast-forward two years, and the LinkedIn acquisition would seem to pave a clearer pathway for clearer messaging and data integrations.
The acquisition positions Microsoft as the leader in data on the professional world — both at the organizational and individual levels”.
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