Activate profiles for your LinkedIn campaigns for audience targeting, personalization, and suppression, based on hashed emails and mobile IDs.
To help you better understand how and when to use the LinkedIn Matched Audiences destination, here is a use case that Adobe Experience Platform customers can solve by using this feature.
A software company organizes a conference and wants to keep in touch with participants, and show them personalized offers based on their conference attendance status. The company can ingest email addresses or mobile device IDs from their own CRM into Adobe Experience Platform. Then, they can build segments from their own offline data, and send these segments to the LinkedIn social platform, optimizing their advertising spending.
LinkedIn Matched Audiences supports the activation of identities described in the table below. Learn more about identities.
|GAID||Google Advertising ID||Select this target identity when your source identity is a GAID namespace.|
|IDFA||Apple ID for Advertisers||Select this target identity when your source identity is an IDFA namespace.|
|email_lc_sha256||Email addresses hashed with the SHA256 algorithm||Both plain text and SHA256 hashed email addresses are supported by Adobe Experience Platform. Follow the instructions in the ID matching requirements section and use the appropriate namespaces for plain text and hashed emails, respectively. When your source field contains unhashed attributes, check the Apply transformation option, to have Platform automatically hash the data on activation.|
Refer to the table below for information about the destination export type and frequency.
|Export type||Segment export||You are exporting all members of a segment (audience) with the identifiers (name, phone number, and others) used in the LinkedIn Matched Audiences destination.|
|Export frequency||Streaming||Streaming destinations are “always on” API-based connections. As soon as a profile is updated in Experience Platform based on segment evaluation, the connector sends the update downstream to the destination platform. Read more about streaming destinations.|
Before you can use the LinkedIn Matched Audience destination, make sure your LinkedIn Campaign Manager account has the Creative Manager permission level or higher.
To learn how to edit your LinkedIn Campaign Manager user permissions, see Add, Edit, and Remove User Permissions on Advertising Accounts in the LinkedIn documentation.
LinkedIn Matched Audiences requires that no personally identifiable information (PII) is sent in clear. Therefore, the audiences activated to LinkedIn Matched Audiences can be keyed off hashed identifiers, such as email addresses or mobile device IDs.
Depending on the type of IDs that you ingest into Adobe Experience Platform, you must adhere to their corresponding requirements.
You can hash email addresses before ingesting them into Adobe Experience Platform, or use email addresses in clear in Experience Platform, and have Platform hash them on activation.
If you select to hash the email addresses yourself, make sure to comply with the following requirements:
Data from unhashed namespaces is automatically hashed by Platform upon activation.
Attribute source data is not automatically hashed.
During the Identity Mapping step, when your source field contains unhashed attributes, check the Apply transformation option, to have Platform automatically hash the data on activation.
The Apply transformation option is only displayed when you select attributes as source fields. It is not displayed when you choose namespaces.
To connect to this destination, follow the steps described in the destination configuration tutorial.
The video below also demonstrates the steps to configure a LinkedIn Matched Audiences destination and activate segments.
The Experience Platform user interface is frequently updated and may have changed since the recording of this video. For the most up-to-date information, refer to the destination configuration tutorial.
While setting up this destination, you must provide the following information:
See Activate audience data to streaming segment export destinations for instructions on activating audience segments to this destination.
A successful activation means that a LinkedIn custom audience would be created programmatically in LinkedIn Campaign Manager. Segment membership in the audience would be added and removed as users are qualified or disqualified for the activated segments.
The integration between Adobe Experience Platform and LinkedIn Matched Audiences supports historical audience backfills. All historical segment qualifications get sent to LinkedIn when you activate the segments to the destination.