• Contact targeting: You can push marketing audiences to LinkedIn, where contextually relevant ads will be displayed to contacts belonging to a specific target account.
• Contact acquisition via Lead Ads: When users interact with a lead generation campaign on LinkedIn, their data can be sent automatically to Emarsys. For more information, see Digital Ads - Lead Ads.

1. The LinkedIn integration collects contacts in Emarsys by using a segment or an Automation program. These contacts are collected under Audiences in Digital Ads.
2. The LinkedIn integration exchanges the contacts in the Audiences on a regular basis (Segment Audiences) or in real time through a webhook (Automation Center Audiences).
3. Once transferred to LinkedIn, contacts are matched by the network to profiles existing natively. This matching is done using the identifier specified in your Audience configuration.
4. LinkedIn displays the ad campaign associated with the audience (managed in the Ad network’s management interface) to contacts who were matched successfully.

Concerning contact acquisition, the LinkedIn integration allows you to connect Lead Generation forms. By using this feature, you can connect and map such forms to specific Emarsys contact fields. As Lead Ads works through a webhook, contacts can be imported almost in real time. Leads are collected into a contact list that you can easily use in Automation programs.

Matching identifiers

LinkedIn audiences support the following identifiers:

• Email
• Google Advertising ID (GAID)

• The effect of managing your target audience depends heavily on the contact matching success rate between Emarsys and LinkedIn.
• It is essential to try and optimize the contact matching process by providing the right identifier in Emarsys when possible.