LinkedIn says it is expanding Predictive Audiences capabilities with new AI tools. The company is adding company list and retargeting sources. 

Brands now have more ways to refine their audience selection, leveraging LinkedIn’s first-party data and their data to improve ad targeting. LinkedIn says the new capabilities will give businesses “additional ways to leverage their data and connect with more relevant audiences to drive results.”

What is LinkedIn’s Predictive Audiences?

LinkedIn’s Predictive Audiences is an AI-driven tool that enables advertisers to build high-intent audience segments by analyzing on-platform engagement data, such as ad clicks and impressions, alongside first-party or third-party data like lead gen forms and conversion APIs.

The tool was introduced in 2023 to replace LinkedIn’s Audiences feature. It works like Meta’s Advantage+ targeting, identifying patterns and behaviors in existing data to expand the audience pool with users who are more likely to take action.

The new Predictive Audiences features 

Company list targeting

Advertisers can now upload company lists as an input for Predictive Audiences. This allows businesses to refine their targeting by focusing on specific organizations that matter most to them.

For example, if a B2B SaaS company wants to promote its product to finance firms, it can upload a list of target companies and let LinkedIn’s AI expand the reach to similar businesses.

Retargeting sources

LinkedIn is also adding retargeting sources. Advertisers can combine multiple data inputs into their audience-building process.

Previously, Predictive Audiences could analyze LinkedIn’s engagement data, but now advertisers can bring in their own data sources, such as website visitors, CRM data, or lead generation forms.

Rollout and accessibility 

The new features are available to all LinkedIn advertisers globally and can be accessed through LinkedIn’s Campaign Manager.

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