Dentsu Aegis’ programmatic arm Amnet has signed a deal with LinkedIn which will see the two businesses work closer together on programmatic in APAC.
The deal means Amnet will be able to get closer access to LinkedIn’s targeting options and will use its own data to build audiences around the professional network’s inventory. The agency will get LinkedIn’s professional segments and various exclusive curated segments, which ties in with the recent launch of Amnet Spectrum, its premium programmatic inventory marketplace for Asia.
LinkedIn will also offer the trading desk “first to market access” on “highly-visible” display ads in high-traffic LinkedIn pages.
Anna Chan, regional managing director of Amnet Asia, said; “Programmatic advertising is evolving and growing very rapidly, and we’re seeing more advertisers shifting budgets from open exchanges to private marketplaces.
We at Amnet are working very closely with key publishers and media owners to understand the value of their content, data and environment to which the user is being exposed to,” she added.