LinkedIn has announced that it has connected TV ads in testing, designed to use first-party data to reach audiences selected from its community of one billion professionals. NBCU will be LinkedIn’s initial partner. Targeting is currently limited to the United States and Canada and CTV campaigns must be built in Campaign Manager.
GrowthLoop calls itself a “composable CDP” because it can extract audiences from Google BigQuery databases. A complete CDP has many other capabilities but that’s a topic for another day. GrowthLoop’s news is they now use Google’s Gemini generative AI tools to recommend target audiences.
Global mobile consumer spend with soar by 267% to $2.2 trillion by 2030 according to app analytics platform data.ai. The report also forecasts 2.9 trillion global downloads and almost 16 billion hours spent per day. Despite these mammoth figures, the CAGR in each case will be lower between now and 2030 than it was between 2017 and 2023, perhaps reflecting the diminishing numbers of non-mobile users out there.
T-Mobile will allow advertisers to target more than 20,000 screens in 11,000 store locations. That’s a lot of screens, but how much foot traffic does the average T-Mobile store get? It’s also linking up with streaming media company Plex as a CTV partner.