Having been silent regarding all efforts to integrate LinkedIn and Bing data for all advertisers, Microsoft’s Corporate VP of Search Advertising, Rik van der Kooi gave a little more detail to those plans during a speech at Advertising Week in New York City (Monday 25th September 2017).Furthermore, the company outlined ways in which Microsoft (and Bing Ads) continue to integrate artificial intelligence into its search offerings, including the support for conversational search.Microsoft famously purchased the business and employment-orientated social media site, LinkedIn for $26.2 billion last year. Since then, they have done little regarding the data collected.
There’s always been talk about the marketing potential of the site. Most notably, from intertwining it with the 500 million user information Microsoft has.
van der Kooi announced that they are starting to integrate the LinkedIn Graph with its own Audience Intelligence Graph. What this means is that advertisers can now use information from both graphs. Data from both platforms will help create a more targeted approach for advertising.
While it may be happening slowly, the integration is highly regarded by the platform’s existing users.
