Home Investment LinkedIn Feeds Lead Accelerator Tech To Growing Sponsored Content Offering

LinkedIn Feeds Lead Accelerator Tech To Growing Sponsored Content Offering

SHARE:

lead accleratorWhen it last reported its quarterly earnings, LinkedIn revealed to the world that it would sunset Lead Accelerator, the B2B lead-nurturing product it inherited from the $175 million Bizo acquisition. The remnants would be fed into its Sponsored Content offering – which has developed into a major growth area.

Sponsored Content has continued to benefit from the move, according to LinkedIn’s latest Q1 2016 earnings reported Thursday. Now the company is piloting a capability that pushes that inventory beyond the LinkedIn.com site.

The offering, however, isn’t yet ready for prime time. “We want to deliver quality clicks at the scale we want to achieve,” said company CEO Jeff Weiner.

While LinkedIn’s unwillingness to devote the resources necessary to scale Lead Accelerator led to its demise, its tech has given Sponsored Content a boost. The product is growing 80% sequentially as “product improvements drove significant improvements in click through,” said LinkedIn CFO Steve Sordello.

Weiner added that Lead Accelerator’s tech and team has now been folded into a single unit under LinkedIn Marketing Solutions, which is focused around a so-called “campaign management platform” that has Sponsored Content as its core.

“[With the LinkedIn Lead Accelerator technology], we’ve accelerated conversion tracking, which is a meaningful driver of increased ROI,” Weiner said. “We’ve enhanced our targeting capabilities and accelerated development of our API capabilities.”


Sponsored Content makes up 56% of Marketing Solutions revenue. As a unit, Marketing Solutions pulled in $154 million during Q1, a 29% increase year over year. Marketing Solutions now comprises 18% of LinkedIn’s total revenue of $861 million.

And as Sponsored Content shoots up, display continues to languish.

“As expected, Premium Display declined approximately 30%, and now represents roughly 10% of overall Marketing Solutions,” Sordello said.

That’s down from 15% in Q4 2015. “As mentioned last quarter,” he continued, “we are testing programmatic sales in right-rail inventory, an area we will continue to explore throughout 2016.”

Despite LinkedIn’s excitement over Sponsored Content, many B2B marketers bemoan the loss of Bizo’s Lead Accelerator – with some grumbling that LinkedIn moved them from the familiar platform and onto its replacement platform with little notice.

Must Read

CleanTap Says It Easily Fooled Programmatic Tech With Spoofed CTV Devices

CleanTap claims that 100% of the invalid traffic it spoofed was accepted into live auctions run by programmatic platforms and was successfully bid on by advertisers.

HUMAN Expands Its IVT Detection Tool Kit With A New Product For Advertisers, Not Platforms

HUMAN has recently started complementing its bid request analysis by analyzing the time between when a bot clicks an ad and when the landing page loads. Now it’s offering the solution to individual advertisers.

Index Exchange Launches A Data Marketplace For Sell-Side Curation

Through Index Exchange’s data vendor marketplace, curators gain access to third-party data sets without needing their own integrations.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Can Publishers Trust The Trade Desk’s New Wrapper?

TTD says OpenAds is not just a reaction to Prebid’s TID change, but a new model for fairer, more transparent ad auctions. So what does the DSP need to do to get publishers to adopt its new auction wrapper?

Scott Spencer’s New Startup Wants To Help Users Monetize Their Online Advertising Data

What happens when an ad tech developer partners with a cybersecurity expert to start a new company? You end up with a consumer product that is both a privacy software service and a programmatic advertising ID.

Former FTC commissioner Alvaro Bedoya speaks to AdExchanger Managing Editor Allison Schiff at Programmatic IO NY 2025.

Advertisers Probably Shouldn’t Target Teens At All, Cautions Former FTC Commissioner

Alvaro Bedoya shared his qualms with digital advertising’s more controversial targeting tactics and how kids use gen AI and social media.