LinkedIn's Audience Network - A Deep Dive with Peter & Lipika
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Show Transcript AJ Wilcox Have you thoroughly tested the LinkedIn Audience Network yet? Some big changes have been made to it recently. And there's a lot to appreciate. Today on the LinkedIn Ads Show, we're diving into the LinkedIn Audience Network.
Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox.
AJ Wilcox Hey there LinkedIn Ads fanatics. If you're like me, you've seen the option for enabling LinkedIn Audience Network and sponsored content campaigns for years. Maybe it's something that you've occasionally used, or in some cases, maybe you've always excluded it. Well, LinkedIn recently made big changes to the audience network. And I wanted to bring LinkedIn's product team in to come and talk to us about it. Now we as marketers, we seem to always be shortening things to acronyms. I've called the LinkedIn Audience Network LAN for lots of years. And in this episode, we mostly refer to it by its full name, but don't be confused. It's the same option that I've talked about in the past. Now, Peter Turner was one of the product people at LinkedIn for lots of years. And I've gotten to interface with him for a long time, as he's worked on many different projects. And as I wanted to have an episode all about the LinkedIn Audience Network, of course, I knew he was all over it. And I wanted to make sure we brought him on. And he introduced me to Lipika Gimmler, who's also over it. And so we're trying to kind of dual interview approach. So I hope you like hearing from both Peter and Lipika.
AJ Wilcox I wanted to give a shout out to Rob Baijens from the Netherlands. And Rob I'm sorry if I butchered your last name. But he left a review on the podcast and he said, "100% the LinkedIn go to podcast five stars love AJs podcast, he gives so much insights, updates, and inspiration when it comes to LinkedIn advertising and more. What I especially like is not only his guru level expertise, although he is a LinkedIn guru, but the AJ also tells the audience when he simply doesn't know yet asking the audience to share their thoughts. This makes his podcast 100% authentic. I want to apologize to AJ for not taking the time until now to give him the five star review he deserves", with a little smiley face. "AJ, please keep up the good work as you bring so much value to the LinkedIn community. All the best Rob Baijens, the Netherlands." Rob, I don't care how long you waited. I'm so grateful that you left this review. I do try really hard to be truthful when there is something I just don't know or don't have enough data on. So I'm glad you picked up on that. I do have an ego. I don't like to admit when I don't know something, but I try really hard for you guys. Thanks so much for heeding the call when I asked for reviews. So thank you. And of course everyone else, please do follow Rob's lead here and go and leave a review as well. As a reminder, make sure you go back and listen to episode 83. It was the holiday ad Performance Report. We've had about 35 man hours go into producing that episode and the report. If you skip that episode, do go back and listen to it. Okay, without further ado, let's go ahead and jump into the interview.
AJ Wilcox All right, Lipika and Peter, I'm so excited to have you guys here. Lipika, let's start with you. Tell us about yourself and what you do at LinkedIn.
Lipika Gimmler Hey, AJ, my name is Lipika. And I'm a product marketing manager at LinkedIn. And I work on the LinkedIn Audience Network. And I typically sit at the intersection of our product build and our go to market teams, really helping in the formulation of product value propositions as well as partnering with our product teams in continuing to build meaningful solutions for our customers.
AJ Wilcox Fantastic. And, Peter, same question to you.
Peter Turner Hey AJ, great to be here. I've been at LinkedIn for a little over six years now. I've had a variety of roles focused on different partnership programs. Throughout this time, one of those programs has been the LinkedIn Audience Network. And I've been a part of the growth of LinkedIn Audience Network from its founding. And now my team looks after the partnerships and ecosystem strategy necessary to keep growing the value we create for marketers.
AJ Wilcox That's awesome, Peter, as long as I can remember you and I've been talking about the LinkedIn Audience Network. The impetus for this whole interview was I haven't had an episode about the LinkedIn Audience Network. And I've always been telling myself as soon as I can have Peter on that's when we're going to have an episode.