Amazon and LinkedIn just made it easier to reach B2B buyers on CTV

Amazon Ads and LinkedIn have announced a new collaboration that lets advertisers use LinkedIn’s first-party audience data inside Amazon’s demand-side platform to run connected TV campaigns. In plain terms: you can now layer LinkedIn’s professional targeting—job title, industry, seniority—onto streaming TV inventory, all from within Amazon DSP. 

For B2B marketers who have been managing fragmented ad buys across multiple data platforms, this is a meaningful consolidation. Two of the most powerful data sets in professional advertising are now accessible through a single buying interface. 

How it works. 

The integration runs through Microsoft Monetize, LinkedIn’s parent company’s supply-side platform and a preferred partner of Amazon DSP. That existing relationship between Amazon and Microsoft is what makes this possible. LinkedIn’s first-party signals from its one billion-plus member base can now flow into Amazon’s CTV inventory without advertisers needing to manage a separate buy.  

The result is B2B audience targeting in premium streaming environments. Instead of relying on demographic proxies or third-party data, you’re reaching people based on who they actually are professionally, verified through LinkedIn’s own platform data. 

Why now? 

CTV has been a difficult channel for B2B advertisers to crack. The inventory has historically been strong for consumer brands, but professional audience targeting at scale hasn’t been easy to execute.  

Aside from aiming to bridge that gap, LinkedIn recently reported a 12% revenue increase in its latest fiscal quarter, and the platform has been steadily expanding its video and CTV ad offerings, including a separate partnership with The Trade Desk. Amazon’s advertising business grew 22% year over year in Q1, hitting $17.2 billion in revenue. Both companies are clearly investing in making their ad platforms more attractive, and this collaboration reflects that momentum.  

The bigger shift it reflects. 

This partnership is part of a larger pattern. Amazon has been building out its DSP through a series of CTV partnerships with companies like Netflix, Samsung, Tubi, and Comcast to make its platform a hub for cross-channel campaign management.  

For the industry, it’s another signal that the walls between B2C and B2B advertising infrastructure are coming down. The tools and inventory that consumer brands have used for years are increasingly accessible to B2B marketers, with the professional data layer that actually makes them useful for reaching business buyers. 

The takeaway.

If you’re running B2B campaigns and haven’t seriously evaluated CTV as a channel, it’s worth revisiting. The targeting gap that made streaming TV hard to justify for B2B advertisers is getting smaller.