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LinkedIn and Amazon DSP Partner for B2B CTV Advertising
LinkedIn has integrated its B2B targeting capabilities with Amazon DSP, allowing advertisers to reach professionals through Connected TV (CTV) campaigns. This collaboration enables marketers to leverage LinkedIn's audience data for more precise B2B ad placement on Amazon's streaming properties, marking a significant evolution in professional audience engagement.
What Happened
- •LinkedIn has partnered with Amazon DSP to offer B2B audience targeting for Connected TV (CTV) advertising campaigns.
- •Advertisers can now utilise LinkedIn's professional demographic and firmographic data to target specific audiences on Amazon's streaming platforms.
- •This integration allows for the delivery of B2B messages within a premium, brand-safe CTV environment.
- •The collaboration aims to bridge the gap between B2B marketing and the growing reach of CTV.
- •This initiative was announced on 7 May 2026, as reported by Marketing Dive.
Why It Matters for NZ Marketers
- •NZ marketers can now precisely target business decision-makers and professionals with video ads in a non-traditional B2B channel.
- •This offers a new avenue for B2B brands in New Zealand to reach audiences often difficult to engage through conventional digital advertising.
- •It provides an opportunity for NZ companies to elevate their B2B messaging beyond traditional platforms, leveraging the high-impact nature of CTV.
- •The partnership could drive increased investment in CTV advertising from NZ B2B sectors, shifting budgets from other channels.
- •It enables NZ agencies to offer more sophisticated and data-driven B2B media strategies to their clients.
Strategic Implications
- •NZ B2B marketers should evaluate incorporating CTV into their media mix, specifically leveraging LinkedIn's targeting via Amazon DSP.
- •Develop high-quality, engaging video content tailored for professional audiences and the CTV viewing experience.
- •Focus on precise audience segmentation using LinkedIn data to maximise campaign relevance and efficiency.
- •Measure campaign effectiveness not just on impressions, but on B2B-specific metrics like lead generation or account engagement.
- •Consider how this B2B CTV offering complements existing professional outreach strategies.
Future Trend Signals
- •Increased convergence of professional networking data with broad-reach advertising platforms.
- •Growth in B2B marketing moving beyond traditional digital channels into premium, immersive environments.
- •Further innovation in audience targeting, leveraging diverse data sets for niche market segments.
- •Rising importance of video content and CTV in comprehensive B2B marketing strategies.
Sources
Editorial note: This analysis is original, AI-assisted editorial content. All source material is attributed with links. No full articles are reproduced. Short excerpts are used under fair dealing principles.
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