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Sponsored content remains 'primary driver of marketing revenue' for Linkedin following Microsoft buyout

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By John McCarthy | Media editor

October 28, 2016 | 2 min read

LinkedIn has posted its first quarterly earnings since Microsoft acquired it for $40bn, revealing that sponsored content is the largest driver of revenue from marketing on the network.

Its marketing solutions revenue increased 26% year-over-year to $175m, with sponsored content contributing around two thirds of this figure.

The sponsored content allows companies and users to get their updates to more people, target audiences, track conversions and more, proving to be a valuable tool on the professional network.

LinkedIn

LinkedIn's sponsored content offering

Jeff Weiner, chief executive of LinkedIn said: "Our combination with Microsoft creates the opportunity for us to dramatically increase the impact and scale with which we deliver value to our members and customers.”

Year-over-year, users grew by 18% to 467m, member page views saw 20% growth, and mobile made up more than 60% of all traffic to LinkedIn.

Total revenue was up 23% to $960m.

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