LinkedIn and Amazon Want B2B Ads on Your TV
Key Takeaways:
Amazon DSP users can now run CTV ads using LinkedIn's professional audience data: job title, industry, seniority, and company size
LinkedIn's first-party data from 1 billion+ members is applied to streaming TV inventory through Microsoft Monetize
LinkedIn says its CTV ads reach B2B audiences 2.2x more effectively than other CTV platforms and 4.3x more effectively than linear TV
Advertisers can combine LinkedIn and Amazon audiences in the same campaign without fragmenting media buys
This is the second major DSP to offer LinkedIn professional targeting for CTV (The Trade Desk was first, earlier in 2026)
B2B marketers have struggled with one problem for years: reaching the right professional audience outside of LinkedIn's own platform.
On May 7, Amazon Ads and LinkedIn announced a partnership that solves this at scale. Advertisers using Amazon DSP can now target connected TV ads using LinkedIn's professional data. Job title. Industry. Seniority level. Company size. Applied to streaming TV campaigns on premium inventory.
The partnership was announced days before Amazon's 2026 Upfront presentation on May 11, signaling a deliberate push for B2B advertising budgets.
How the integration works
LinkedIn's first-party audience signals from more than 1 billion members flow into Amazon DSP through Microsoft Monetize, Microsoft's supply-side platform. Advertisers set up campaigns in Amazon DSP the same way they currently do for streaming TV, display, and video. The difference is that LinkedIn's targeting layer is now available alongside Amazon's own audience data.
Advertisers can activate both LinkedIn and Amazon audiences within the same campaign. There is no need to split media buys between platforms. A single campaign can target a CFO watching a documentary on Prime Video using LinkedIn's seniority data and Amazon's viewing behavior data simultaneously.
LinkedIn's CTV ads already extended to large-screen devices through partners including Paramount, Roku, and Samsung Ads. The Amazon DSP integration adds more flexibility in how these campaigns are planned, bought, and measured.
The performance claims are significant
LinkedIn shared internal research data alongside the announcement:
CTV ads through LinkedIn reach B2B audiences 2.2x more effectively than other CTV platforms
They are 4.3x more effective than linear TV for B2B targeting
81% of B2B CMOs believe video accelerates sales cycles and lead conversion compared to other ad formats
Those numbers make a case that CTV is not just a brand awareness play for B2B. It can drive measurable outcomes when the targeting is precise enough to reach the right people.
David Roter, Senior Director and Head of Global Agencies and Video Solutions at LinkedIn, said: "B2B marketers want to reach decision-makers where they're spending time, and streaming TV is an essential part of that mix."
Why this matters beyond another ad partnership
B2B advertising has historically been confined to a few channels. LinkedIn feed ads, Google search, email, and trade publications covered most of the budget. Television was too broad and too expensive for targeting specific professional audiences.
Connected TV changes that equation. Decision makers do not stop being decision makers when they watch streaming content. A VP of Engineering binge-watching a series on Prime Video is still the same person who evaluates software platforms on Monday morning.
The Amazon-LinkedIn integration means B2B brands can now reach that person on their TV screen with a video ad targeted by their exact job function. That was not possible at this scale before 2026.
For B2B companies that have maxed out their LinkedIn feed ad budgets or hit frequency caps, CTV opens an entirely new channel. The audience is the same. The format is different. The attention level on a television screen is generally higher than on a phone feed.
What B2B marketers should do
If you already use Amazon DSP, adding LinkedIn CTV targeting to existing campaigns is the fastest test. Start with a small budget and measure against your current LinkedIn feed ad performance.
If you are not on Amazon DSP, the barrier to entry is higher. Amazon DSP typically requires a managed service agreement or minimum spend commitment. For mid-market and enterprise B2B brands, the investment is justified if CTV targeting solves a reach problem that feed ads alone cannot.
For agencies managing B2B clients, this is a new service offering. The ability to combine LinkedIn's professional data with Amazon's streaming inventory in one campaign is a capability that few competitors can match right now.
The Trade Desk was the first programmatic DSP to offer LinkedIn CTV targeting earlier in 2026. Amazon DSP is the second. No other major DSP currently has this capability. For B2B brands evaluating DSP options, LinkedIn CTV support is now a differentiating factor.
Streaming TV is growing. B2B targeting is maturing. The combination just became real at scale.
Disclaimer:This article is AI-assisted content and may contain errors. Partnership details are from Amazon Ads official announcement (May 7, 2026). Performance claims are from LinkedIn's internal research.