Innovid expands LinkedIn integration for CTV advertising

Innovid announced on July 21, 2025, an expanded integration with LinkedIn enabling advertisers to activate LinkedIn Connected TV Ads directly within the Social Ads Manager platform. The development marks Innovid's progression as a LinkedIn Marketing Partner for Campaign Management and Reporting & ROI, bringing professional-grade video advertising capabilities to television screens through centralized campaign management.

According to the announcement, advertisers can now execute LinkedIn's CTV campaigns alongside social, digital, and traditional CTV channels through a single platform interface. This unified workflow approach aims to simplify campaign execution while ensuring consistent storytelling across multiple advertising channels. The integration leverages LinkedIn's standard CTV ad format, which provides access to premium, biddable video inventory from established publishers.

The LinkedIn CTV ad format operates as a standard option within LinkedIn Campaign Manager, offering access to premium video inventory through top-tier publishers. According to Zak Knudson, SVP Product at Innovid, the integration focuses on extending social targeting precision into brand-safe environments. "We're helping advertisers extend the precision of social targeting into a high-impact, brand-safe environment," Knudson stated in the announcement. "It's a major step forward for omnichannel advertising, especially for B2B brands looking to engage decision-makers with relevant messaging on every screen."

The integration enables campaign optimization across multiple channels through centralized reporting mechanisms. Advertisers can manage LinkedIn CTV campaigns alongside existing social media, digital display, and connected television initiatives while maintaining unified measurement capabilities. The system provides cross-platform insights based on measurement data and native platform analytics.

Innovid's platform incorporates several workflow enhancement tools including day parting capabilities, bulk creation and editing functions, alert systems, and complex rule implementation. The dashboard visualization provides real-time performance monitoring across campaigns, enabling expedited pacing adjustments and optimization decisions.

LinkedIn CTV advertising context

LinkedIn's Connected TV advertising emerged as a significant development for B2B marketing, with the platform initially launching CTV capabilities in April 2024. The format enables marketers to reach professional audiences across premium streaming content through LinkedIn's publisher network, including partnerships with Paramount, Roku, and Samsung Ads.

Research conducted by LinkedIn and MAGNA Media Trials revealed substantial engagement metrics for CTV among professional audiences. According to the study released in November 2024, 98% of LinkedIn users consume CTV content weekly, compared to 83% who watch linear television. CTV advertisements achieve completion rates of approximately 95%, significantly outperforming traditional digital video formats.

The professional targeting capabilities available through LinkedIn's demographic data enable advertisers to reach decision-makers based on company characteristics, seniority levels, and professional interests. Currently, LinkedIn CTV advertising targets audiences in the United States and Canada, with English language support.

Connected television advertising continues experiencing rapid growth within B2B marketing strategies. Industry data indicates CTV's share of media budgets is projected to double from 14% in 2023 to 28% in 2025, with 72% of marketers planning to increase programmatic advertising investment this year.

The shift toward CTV represents broader industry transformation as traditional linear television viewership declines among business audiences while streaming consumption increases. Recent developments include MNTN's partnership with ZoomInfo for B2B Connected TV advertising, demonstrating expanding interest in reaching professional audiences through streaming platforms.

Amazon Prime Video's entry into ad-supported streaming drove industry-wide cost reductions, with Netflix and Disney+ experiencing CPM decreases of 26.3% and 27.6% respectively. The June 2025 partnership between Amazon Ads and Roku created the largest authenticated CTV footprint in the United States, providing access to 80 million households through Amazon DSP.

Technical measurement and attribution capabilities

Innovid's integration with LinkedIn incorporates advanced measurement infrastructure supporting cross-platform campaign analysis. The platform enables performance tracking across impressions, video completions, and other key metrics while maintaining compatibility with premium streaming platforms through certified, standardized formats.

The measurement capabilities extend beyond traditional metrics by incorporating business outcome tracking. Innovid recently launched purchase attribution functionality connecting TV advertising exposures to sales lift using 18 billion annual transaction records through partnership with Affinity Solutions.

Harmony Frequency, launched by Innovid in July 2024, addresses frequency management challenges across connected TV and digital advertising channels. The solution provides comprehensive frequency intelligence, enabling advertisers to reduce wasted spend by preventing overexposure while maximizing budgets through reallocation to underexposed households.

The integration addresses growing marketer challenges in managing campaigns across fragmented media environments. Research published by Smartly and EMARKETER in July 2025 revealed that 72% of marketers reuse or slightly modify creative assets across social media and connected TV platforms, while only 25% develop tailored creative for both channels.

According to EMARKETER vice principal analyst Jasmine Enberg, "The lines between social media and CTV are blurring, with more people watching social videos and creator content on TV sets. Marketers must break down the silos between media and creative and think more holistically about their video strategies."

Innovid's Social Ads Manager integration aims to address these workflow challenges by enabling unified campaign management across social and CTV channels. The platform supports audience discovery and distribution technology, allowing advertisers to expand reach while maintaining consistent messaging across different viewing environments.

Audience targeting and discovery capabilities

The LinkedIn integration enables sophisticated audience targeting through professional demographic data combined with robust discovery technology. Advertisers can implement complex targeting rules based on company characteristics, professional seniority, and industry classifications while accessing first-party and third-party audience segments.

According to Innovid documentation, the platform supports custom audience creation and distribution across LinkedIn's CTV network. Businesses can leverage existing LinkedIn advertising audiences while expanding reach through connected television placements. The system provides audience insights and performance analytics enabling refinement of targeting strategies over time.

Professional audience targeting becomes particularly valuable as B2B decision-makers increasingly consume video content across multiple devices. Research indicates Millennials and Gen X professionals hold significant influence in corporate purchasing decisions, with many serving in key organizational roles while consuming substantial amounts of streaming content.

Innovid platform capabilities and positioning

Innovid operates as an independent advertising technology platform following its merger with Flashtalking under Mediaocean earlier in 2025. The combined entity provides capabilities spanning creative development, delivery, measurement, and optimization across CTV, digital, linear, and social channels.

The company maintains global infrastructure enabling cross-platform ad serving, data-driven creative development, and measurement capabilities. Through integration with Mediaocean's planning, buying, and billing infrastructure, Innovid positions itself as a comprehensive solution for omnichannel advertising execution.

Recent platform enhancements include retail media tools launched in July 2025, targeting the fastest-growing advertising category with features designed to bridge retailers and brands through shared data and creative flexibility.

Market implications for B2B advertising

The integration reflects broader industry recognition of connected television's effectiveness for reaching business decision-makers. Traditional assumptions about B2B advertising effectiveness through television formats have evolved as viewing patterns shift toward streaming platforms and professional audiences demonstrate high engagement with CTV content.

LinkedIn's demographic targeting capabilities combined with Innovid's cross-platform measurement infrastructure provides advertisers with sophisticated tools for reaching professional audiences while maintaining campaign performance visibility. The unified workflow approach addresses operational efficiency concerns while enabling more precise audience targeting.

The development occurs amid significant industry consolidation around unified measurement and buying platforms. Recent partnerships include LG Ad Solutions' integration with Viant and Nielsen's expansion of CTV tracking capabilities across European markets, demonstrating industry-wide movement toward comprehensive streaming advertising solutions.

Professional video advertising on large screens represents a significant opportunity for B2B brands seeking to engage decision-makers through premium content environments. The combination of LinkedIn's professional targeting precision with television's high-impact format creates new possibilities for reaching business audiences effectively.

Timeline

• April 2024: LinkedIn debuts CTV Ads for B2B marketers targeting US and Canada
• July 2024: Innovid launches Harmony Frequency to optimize CTV and digital ad campaigns
• October 2024: LG Ad Solutions joins Innovid's Harmony initiative to optimize CTV advertising
• November 2024: CTV emerges as key channel for B2B marketing, new research shows
• February 2025: Programmatic advertising growth reaches 72%
• June 2025: Amazon Ads and Roku announce largest authenticated CTV partnership
• July 2025: MNTN partners with ZoomInfo to bring B2B advertising to connected TV
• July 2025: Nielsen expands CTV tracking to UK Ad Intel platform
• July 2025: Marketers struggle to adapt social creative for connected TV campaigns
• July 21, 2025: Innovid announces expanded LinkedIn integration to support CTV Ads

Key Terms Explained

Connected TV (CTV)

Connected TV refers to television content accessed through internet-connected devices rather than traditional cable or broadcast signals. This includes smart TVs, streaming devices, and gaming consoles that deliver video content through broadband connections. CTV has emerged as a critical advertising channel because it combines television's large-screen impact with digital advertising's targeting precision and measurement capabilities. The format enables advertisers to reach cord-cutting audiences who have moved away from linear television while maintaining the premium viewing experience associated with television advertising.

Programmatic Advertising

Programmatic advertising involves the automated buying and selling of digital advertising space through software platforms and algorithms. This technology eliminates manual negotiations and insertion orders by enabling real-time bidding on advertising inventory across multiple publishers and platforms. For CTV advertising, programmatic capabilities allow advertisers to purchase television inventory with the same precision and efficiency as digital display advertising, enabling sophisticated targeting and optimization strategies that were previously impossible with traditional television buying methods.

Cross-Platform Campaign Management

Cross-platform campaign management refers to the coordination and optimization of advertising campaigns across multiple media channels and devices through unified systems. This approach enables marketers to maintain consistent messaging and measurement while adapting creative content for different environments such as social media, display advertising, and television. The strategy addresses fragmentation in media consumption by ensuring campaigns reach audiences regardless of their preferred viewing or browsing platforms while maintaining centralized control over budget allocation and performance optimization.

Omnichannel Advertising

Omnichannel advertising creates seamless, integrated customer experiences across all marketing channels and touchpoints. Unlike multi-channel approaches that treat each platform separately, omnichannel strategies ensure consistent messaging and user experience whether customers encounter brands through social media, television, email, or physical locations. For digital advertising, this means coordinating campaigns across CTV, social platforms, display networks, and search advertising to create cohesive customer journeys that guide prospects through awareness, consideration, and conversion stages.

Demand-Side Platform (DSP)

A demand-side platform serves as the technology infrastructure that enables advertisers and agencies to purchase digital advertising inventory programmatically across multiple ad exchanges and supply sources. DSPs provide campaign management tools, audience targeting capabilities, and real-time bidding functionality that automate the media buying process. In CTV advertising, DSPs enable advertisers to access streaming television inventory with sophisticated targeting options and performance measurement, bringing digital advertising efficiency to television media buying.

B2B Marketing

Business-to-business marketing focuses on promoting products and services to other companies rather than individual consumers. B2B marketing typically involves longer sales cycles, multiple decision-makers, and emphasis on professional relationships and business value propositions. In the context of CTV advertising, B2B marketing has gained significance as professional audiences increasingly consume streaming content, creating opportunities to reach business decision-makers through premium video content during their personal viewing time.

Frequency Management

Frequency management controls how often individual users see the same advertisement across campaigns and platforms to optimize campaign effectiveness while preventing audience fatigue. Traditional frequency capping operated within individual platforms, but modern approaches coordinate exposure across multiple channels and devices. Effective frequency management reduces wasted advertising spend by preventing overexposure while ensuring sufficient message repetition for brand recall and consideration, particularly important in CTV environments where viewers expect premium content experiences.

Attribution and Measurement

Attribution and measurement in digital advertising involve tracking and analyzing the relationship between advertising exposures and desired business outcomes such as sales, leads, or brand awareness. Modern attribution systems connect customer touchpoints across multiple channels and devices to understand which advertising interactions contribute to conversions. For CTV advertising, attribution challenges include connecting television exposures to digital actions and measuring the impact of upper-funnel brand advertising on downstream business results.

Social Ads Manager

Social Ads Manager refers to centralized platforms that enable advertisers to create, manage, and optimize advertising campaigns across social media channels. These systems typically provide tools for audience targeting, creative development, budget management, and performance analysis across platforms like LinkedIn, Facebook, and Twitter. Integration between social ads managers and other advertising channels enables unified campaign management while maintaining platform-specific optimization capabilities and audience targeting features.

Premium Inventory

Premium inventory describes high-quality advertising placements within content environments that offer brand safety, engaged audiences, and professional production values. In digital advertising, premium inventory typically commands higher prices due to its association with reputable publishers, quality content, and affluent or professional audiences. For CTV advertising, premium inventory includes placements within popular streaming services, original content programming, and professionally produced video content that provides brand-safe environments for advertiser messaging.

Summary

Who: Innovid, an independent advertising technology platform, expanded its integration with LinkedIn as a Marketing Partner for Campaign Management and Reporting & ROI. The development affects advertisers using both platforms for B2B marketing campaigns.

What: The integration enables advertisers to activate LinkedIn Connected TV Ads directly within Innovid's Social Ads Manager platform, creating unified workflows for managing campaigns across social, digital, and CTV channels with centralized reporting and optimization capabilities.

When: The announcement was made on July 21, 2025, marking an expansion of existing partnerships between the two companies in social advertising management.

Where: The integration operates through Innovid's Social Ads Manager platform, enabling access to LinkedIn's CTV publisher network including partnerships with Paramount, Roku, and Samsung Ads, currently targeting audiences in the United States and Canada.

Why: The integration addresses growing marketer demands for unified campaign management across fragmented media environments while enabling precise targeting of professional audiences through television's high-impact format, particularly valuable as 98% of LinkedIn users consume CTV content weekly with 95% completion rates.