News

LinkedIn tests “Group Identity B2B”, a privacy-first, first-party data solution to alleviate tracking

Looking for new ways to provide connectivity for its audience of 800 million customers amid new and evolving privacy regulations, LinkedIn is categorizing segments using Group Identity B2B. The tool, which is being tested by an initial group of users, will use data from LinkedIn profiles, including seniority and industry, to group individuals and enable marketers to reach relevant audiences without a need for tracking.