Programmatic BuyingReach and Acquire High Value Customers at Scale

Keren KatzProgrammatic Lead | New York

Connect the world’s professionals to make them more productive and successful

61Msenior-levelinfluencers

40Mdecision makers

10Mopinion leaders

6MC-level execs

22MMass Affluent

4MIT decision makers

414Mprofessionals are on LinkedIn

The Largest Global Community Of Professionals

LinkedIn Members are the Most Influential & Affluent Audience on the Internet

Higher buying power index vs. comparable business and social

sites

28%More business decision

makers than comparable business site

2.8X

LinkedIn elicits trust amongst professional users Social Network association with “a trustworthy source of professional content”

among frequent/occasional professional users

LinkedIn

71% 40% 31%

Facebook TwitterSource:LinkedIn/Millward Brown Mindset Divide Study,

2014

LinkedIn members are highly motivated to maintain their professional profiles and keep their job details current… B2B marketers who purchase LinkedIn’s ad solutions will be able to tap into users’ high quality profile data for very

accurate targeting.

Kim Celestre, Forrester Analyst

Accurate Targeting Across Numerous Parameters Including Industry, Function and Seniority

IndustryRetail

Size5000+

CompanySainsbury’s

Connections500+

FunctionFinance

OccupationFinance Director

GroupsThe Finance Executive

Finance Today

GeoLondon, UK

SeniorityDirector

PublicationsFinancial NewsSkills

StrategyRestructuring

NameIain MacMillan

EducationKing’s College

London

GenderMale

 Members first approach allows advertisers to confidently reach the audiences that matter and maximize their advertising investments

Why LinkedIn for Display Advertising?

Quality Audience4 out of 5 members drive company business decisions

High ViewabilityLow ad load means more of your impressions are viewable

Brand Safe and SecureLog-in requirement eliminates click fraud concerns

Advertiser Agency

Male 18-35

Male 18-35

Male 18-35

Publisher 1

Publisher 2

Publisher 3

Once Upon a Time…

Advertiser Programmatic Advertising

Publishers

 Programmatic advertising is the automation of buying and selling using data and technology. That helps advertisers and sellers operate at scale using a single

platform.

A Better Way for Advertisers and Publishers to Work Together

The Programmatic Advertising Supply Chain

AdvertiserSelects budget,

targeting and creative

DSP / Trading Desks

Purchases inventory for advertiser in real-time

Ad ExchangeBrokers deals betweenadvertiser / publisher

PublisherChooses available

inventory and pricing

Advertise more efficiently

Engage customers based on identity and

intent

Gain real-time performance insights

Take control and scale your Display Ads programs with

auction-based pricing

Precisely target high-value customers using your own data or LinkedIn audience segments

Leverage your platform to measure performance

across a variety of objectives

Reach Premium Audiences at Scale

*Source: ZenithOptimedia, “Programmatic Marketing Forecasts 2015”, eMarketer calculations Dec 7 2015”**http://www.emarketer.com/Article/More-Than-Two-Thirds-of-US-Digital-Display-Ad-Spending-Programmatic/1013789

+34%

projected worldwide programmatic ad spend

growth in 2016*

+72%

of online media will be bought

programmatically by 2017**

Programmatic Advertising is Exploding in Growth

But with growth, comes complexity

+98%

Growth in display technology providers 2015

vs. 2014*

*Source: Chiefmartec.com 2015 Marketing Technology Landscape, January 2015

Display Advertisers Face New Challenges

*Source: AOL Platforms, “7 Things You Need to Know About Programmatic Right now”, Aug 13, 2014”**Source: Association of National Advertisers (ANA) and Forrester Consulting, “2016 Programmatic Media Buying

Survey”, March 3, 2016

 In light of increasingly complex technology and publisher ecosystem, programmatic advertisers now struggle to ensure their advertising dollar

reaches “the right” audiences

61%

cite low inventory quality as a leading

challenge*

63%

see low viewability as a significant

obstacle**

believe ad fraud poses a performance

issue**

69%

Efficiency

Control

Measurement

Programmatic Buying

Quality Audience

High Viewability

Brand Safe Environment

Reach Quality Audiences at Scale in a Premium Context

 Programmatic buying for LinkedIn Display Ads combines efficiency and control with quality

inventory

Demand-Side Platforms (DSPs)

Trading Desks

Leverage Your Preferred Programmatic Buying Platform

 Choose from more than 100 approved buying platforms to purchase inventory including:

Your Data(Purchase

Intent)

LinkedInAudience Segments*

(Professional Identity)

*Disclaimers: LinkedIn audience segments are subject to change at any time and targeting with LinkedIn audience segments is only available through LinkedIn Private Auctions; Homepage-only placement option is not available with LinkedIn LinkedIn audience segment targeting; LinkedIn LinkedIn audience segment targeting cannot be

combined with targeting using your own data

DMP Audiences

CRM Contacts

Website Visitors

OR

Example LinkedIn audience segment categories

Life Segments

Seniority

Professions

Company Size

Target Audiences Based on Intent or Identity Choose the targeting option that works best for your business

Open Auction LinkedIn Private Auctions

Primary Advertising Use Case Reaching a specific audienceacross a broad set of publishers

Reaching a specific audienceon a specific publisher

Target members using your own data across LinkedIn’s Run of Professionals

(ROP)✓ ✓

Target members using LinkedIn programmatic audience segments ✓

Requires advertiser to be whitelisted Yes Yes

Programmatic Buying Options LinkedIn Display Ad inventory can be purchased through open or private

RTB auctions

Our clients value our viewability score of over 75% and the differentiation of our dataWhat Are Our Customers Saying About Us?

“Accessing LinkedIn programmatically has given Essence access to quality inventory, at scale, while

allowing us to monitor performance in-house, in real time. Not only can we efficiently reach our desired

target audiences – such as SMBs; we’re able to leverage our own tools, leading to high viewability and

performance across LinkedIn”.Agatha IsabelProgrammatic Media PlannerEssence