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LinkedIn goes after tech giants with major advertising update

Microsoft-owned LinkedIn is launching LinkedIn Audience Network, an advertising feature that will let marketers promote native ads to certain audiences on sites and apps other than LinkedIn. Previously, advertisers could only reach LinkedIn's audience of professionals on Linkedin's platform — mainly within its version of a news feed. Now, they can reach them by targeting ads to certain demographics or behavioral groups with data from Linkedin, wherever they may be on the web.

Why it matters: Some of Microsoft's biggest advertising competitors, like Google, Facebook and Twitter, rely on this type of marketing solution to generate large chunks of advertising revenue, particularly on mobile.

Data: eMarketer, Note: 2017 values projected; Chart: Andrew Witherspoon / Axios