Amazon Ads and LinkedIn announced on 7 May 2026 that advertisers can purchase LinkedIn’s connected television ads through Amazon Demand Side Platform, combining LinkedIn’s professional audience data from over one billion members with Amazon’s streaming TV inventory to enable precise B2B targeting across premium video environments.

The integration, revealed days before Amazon’s upfront presentation scheduled for 11 May, allows marketers using Amazon DSP to activate LinkedIn targeting parameters, including job title, industry, seniority, and company data, within CTV campaigns without fragmenting media buys across multiple platforms.

LinkedIn’s first-party audience signals flow to Amazon’s streaming TV inventory through Microsoft Monetise, the supply-side platform operated by LinkedIn parent Microsoft. The arrangement builds on an October 2025 partnership designating Amazon DSP as the preferred transition partner for Microsoft Invest customers, whilst establishing Microsoft Monetise as the preferred supply-side partner in the Amazon Ads Certified Supply Exchange programme.

Chris Conetta, Director of Omnichannel Supply at Amazon Ads, stated: “By combining LinkedIn’s audiences with the scale and impact of streaming TV, advertisers now have the opportunity to reach B2B audiences alongside Amazon audiences through their Amazon DSP buys.

The collaboration addresses B2B advertisers’ challenge of reaching decision-makers through an increasingly fragmented media landscape. LinkedIn claims internal research demonstrates its CTV ads reach B2B audiences 2.2 times more effectively than other CTV platforms and 4.3 times more effectively than linear television, validating streaming TV as a channel for professional audience engagement.”

David Roter, Senior Director, Head of Global Agencies and Video Solutions at LinkedIn, emphasised: “B2B marketers want to reach decision-makers where they’re spending time, and streaming TV is an essential part of that mix.”

Amazon generated $17.2 billion in Q1 2025 advertising revenue, representing 22 per cent year-over-year growth as advertising becomes a key revenue driver alongside AI solutions. The company’s DSP partnership with Netflix, Disney, Roku, Spotify, and SiriusXM enables advertisers to reach 90 per cent of U.S. households through authenticated graph technology.

For B2B advertisers, the integration simplifies campaign management by consolidating professional audience targeting within existing Amazon DSP workflows spanning streaming TV, display, online video, and audio. Previously, reaching professional audiences on streaming TV required separate LinkedIn campaign setup; integration enables unified planning, buying, and optimisation.

The announcement preceding Amazon’s upfront, when U.S. television companies sell commercial inventory for next programming cycle, signals streaming platforms aggressively competing for B2B advertising budgets traditionally allocated to linear television and trade publications.

LinkedIn survey data showing 81 per cent of B2B CMOs believe video accelerates sales cycles and lead conversion compared to other formats underscores the strategic importance of video advertising for professional services, enterprise technology, and business solutions categories.

Currently available exclusively in the United States through deal-based buying, the solution targets advertisers managing full-funnel campaigns seeking previously unavailable LinkedIn targeting capabilities for CTV placements, whilst maintaining consolidated measurement and attribution through Amazon DSP reporting infrastructure.

The partnership demonstrates convergence between social platform audience data and streaming television inventory, potentially establishing a template for similar integrations as professional networking platforms and video streaming services seek advertising revenue growth through sophisticated audience segmentation capabilities. B2B advertisers increasingly demand accountability-driven media investments.

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