LinkedIn’s CTV Ads can now be bought through Google’s Display & Video 360.
LinkedIn has opened programmatic buying of its Connected TV Ads through Google’s Display & Video 360, for US targeting only at launch.
LinkedIn said on 22 October 2026 that advertisers can now buy its Connected TV (CTV) Ads programmatically through Google’s Display & Video 360, as well as through LinkedIn’s own Campaign Manager.
The announcement says the option is available now to customers for US targeting, and that advertisers sign up through their LinkedIn or Google account representative.
The point of the change is targeting. Buyers working in Display & Video 360 can apply LinkedIn’s professional targeting, including job title, industry and seniority, to what LinkedIn calls premium CTV inventory, while managing campaigns in the tools and workflows they already use. LinkedIn says that streaming inventory is reached through Microsoft Monetise.
What buyers get
LinkedIn lists four things. Advertisers can choose how they buy, through Campaign Manager or through select demand-side platforms, including Display & Video 360. They get LinkedIn’s first-party professional signals across streaming inventory. Those buying through Display & Video 360 can use Gemini-powered tools for planning, optimisation, reporting and measurement. And LinkedIn repeats its performance claims: it says CTV Ads for LinkedIn have been shown to be 2.6x more effective at driving awareness among B2B audiences than other CTV offerings, and twice as effective when paired with other LinkedIn ad formats. The announcement links a LinkedIn blog post for those figures and gives no window or sample in the post itself.
VistaPrint’s Erica Haydock, Global Head of Programmatic & Streaming Media, is quoted saying the option gives the company “more flexibility in how we plan and activate campaigns”.
What is still unclear
The announcement gives no date for targeting outside the US, and does not say which other demand-side platforms are included beyond Display & Video 360.
What it means for brands
For a B2B brand whose streaming TV is already planned in Display & Video 360, LinkedIn’s job title, industry and seniority targeting can now sit inside that same plan instead of a separate Campaign Manager buy, but only for US audiences. The thing to do this week is to have the answer ready when someone asks whether LinkedIn’s audience can now be reached on TV screens: yes, through Campaign Manager or Display & Video 360, for US targeting only, with no date yet for anywhere else, the UK included.
Sources
The NBK Social briefing
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