Social Media Advertising News

"LinkedIn Phases Out Lookalike Audience Targeting, Promotes New Targeting Approach"

LinkedIn is discontinuing its Lookalike Audiences ad targeting option on February 29, 2024, prompting advertisers to explore alternative targeting options such as Predictive Audiences and Audience Expansion within the app. These alternatives utilize LinkedIn-specific data sources and may produce better results, aligning with the platform's systematic understanding. The move signifies a shift in LinkedIn's ad targeting strategy, emphasizing the value of its own tools over external data sources, and advertisers who have relied on lookalike targeting will need to update their approach.