Linkedin has finally started to understand that scalability is a key element of the success of it’s Advertising platform. Linkedin has been slow to launch it’s Advertising API considering it’s 3,000,000,000 monthly pageviews and it’s 187 million members globally. But this move does put it ahead of Twitter that is still dragging the chain on opening up it’s advertising platform until they work out that it’s holding their revenue back.
Their announcement last week highlighted the importance of using their API to generate and test hundreds of creatives across Linkedin, but also highlighted features such as reallocation of advertising budget in real-time. Prior to the launch of Linkedin Ads API their tens of thousands of advertisers had to struggle to manage complex campaigns within their self-service interface. The new API is still a closed invite-only platform and they require any advertisers wanting to use their Ad API to sign up to an agreement before using or implementing the API.
There are a handful of launch platform partners such as Unified, Bizo and Adobe but expect more to come onboard as they are recruiting developers wishing to join their partner program here. Linkedin Ads API allows resellers to post ads on behalf of customers which makes their platform much more attractive to search agencies than before. These three partners have the advantage of having had used their platform for a few months but as to how quickly other partners are accepting into the Ads API program is not so clear.
Facebook Ads API Missing Partners:
- Marin Software
- Syncapse (Clickable PRO)
- Mongoose Metrics
Linkedin Ads API Functions
- Posting a campaign
- Edit a campaign or a creative
- Pulling campaign or creative statistics
- End a campaign
Linkedin Ads API Reference documents provide details on:
- Review Process
- Error Codes
So it will be intersesting to see how many advertisings start shifting Ad spend away from Google AdWords & Facebook Ads once Linkedin Ads API becomes a more common feature in your bid management software.