LinkedIn Matched Audiences connection

Overview

Activate profiles for your LinkedIn campaigns for audience targeting, personalization, and suppression, based on hashed emails and mobile IDs.

LinkedIn destination in the Adobe Experience Platform UI

Use cases

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.

Supported identities

LinkedIn Matched Audiences supports the activation of identities described in the table below. Learn more about identities.

Target Identity Description Considerations
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.

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.

LinkedIn account prerequisites

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.

ID matching requirements

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.

Email hashing 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.

To learn about ingesting email addresses in Experience Platform, see the batch ingestion overview and the streaming ingestion overview.

If you select to hash the email addresses yourself, make sure to comply with the following requirements:

  • Trim all leading and trailing spaces from the email string. For example: johndoe@example.com, not <space>johndoe@example.com<space>;
  • When hashing the email strings, make sure to hash the lowercase string;
    • Example: example@email.com, not EXAMPLE@EMAIL.COM;
  • Ensure that the hashed string is all lowercase
    • Example: 55e79200c1635b37ad31a378c39feb12f120f116625093a19bc32fff15041149, not 55E79200C1635B37AD31A378C39FEB12F120F116625093A19bC32FFF15041149;
  • Do not salt the string.
NOTE

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.

Identity mapping transformation

Connect to the destination

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.

NOTE

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.

Connection parameters

While setting up this destination, you must provide the following information:

  • Name: a name by which you will recognize this destination in the future.
  • Description: a description that will help you identify this destination in the future.
  • Account ID: your LinkedIn Campaign Manager Account ID. You can find this ID in your LinkedIn Campaign Manager account.

Activate segments to this destination

See Activate audience data to streaming segment export destinations for instructions on activating audience segments to this destination.

Exported data

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.

TIP

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.

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