LinkedIn began allowing advertising in 2005, just two years after being founded. Over the next decade, LinkedIn expanded their advertising offerings to include different ad formats like text ads, sponsored updates, and dynamic ads. Major acquisitions by Microsoft in 2016 and the launch of new targeting and measurement tools helped LinkedIn advertising grow into an effective option for marketers to reach professionals online.

1. A Brief History of
Advertising on LinkedIn
The first ads on LinkedIn ran in 2005, just two years after the
company was founded. Since then, our advertising offerings
have come a long way. The effective options that LinkedIn
offers marketers who want to reach a professional audience
are only accelerating — as you can see on the timeline below.
2003
LinkedIn
founded by
Reid Hoffman
2005
First
advertisement
on LinkedIn
LinkedIn Display Ads
enable targeting on
the platform.
2008
LinkedIn Text
Ads launches
Then know as Direct Ads,
this offering enables
marketers to reach their
target audience at scale.
Over the next eight
years its growth would
accelerate, surpassing
630 million users in 2019.
2011
LinkedIn reaches
100 million members
in eight years This feature enables
custom tools for large-scale
advertising campaigns.
2012
LinkedIn introduces
its first ads API
Then known as Sponsored
Updates, this native ad
format, which appears in
the feed, is the platform’s
most popular.
2013
LinkedIn launches
Sponsored Content
2014
Bizo,which provides
a crucial ad targeting
technology, is
acquired for
$175 million.
2016
The popular messaging tool becomes available as a
self-service product through Campaign Manager.
LinkedIn updates Sponsored InMail
The deal creates numerous sales and marketing
synergies with the computing giant’s software offerings.
LinkedIn is acquired by Microsoft
This feature provides a new method for running effective
account-based marketing campaigns on the platform.
LinkedIn introduces Account Targeting
This tool enables the easy measurement of leads, content
downloads, purchases, and other results delivered via ad
campaigns on LinkedIn.
LinkedIn introduces Conversion Tracking
The LinkedIn Audience Network allows marketers marketers
to place its Sponsored Content on high-quality, third-party
publishers across mobile and desktop.
2017
LinkedIn launches a native advertising network
This remarkable free reporting tool enables marketers to
see the seniority, job titles, geolocation and other aspects
of the professionals who are visiting their websites.
LinkedIn introduces Website Demographics
This tool enables marketers to use Website Retargeting,
Account Targeting, and Contact Targeting on LinkedIn.
LinkedIn introduces Matched Audiences
LGF removes the main barrier to mobile conversion: making
a prospect complete a clunky contact form on a smartphone.
LinkedIn announces the launch of Lead Gen Forms
2018
LinkedIn Campaign Manager
now includes Objective-Based
Advertising, which means that
marketers can select their
programs based on goals, such
as lead generation or branding.
LinkedIn launches new
Campaign Manager
This advancement enables the self-service
deployment of Dynamic Ads.
LinkedIn announces that Dynamic
Ads are now available in LinkedIn
Campaign Manager
Carousel Ads enable marketers to feature
multiple images in their Sponsored Content.
LinkedIn introduces Carousel Ads
Video enables marketers to tell more compelling
stories with sight, sound and motion.
LinkedIn introduces Video Ads
The next generation of Company Pages, this free
offering enables organizations to connect with
their audience on LinkedIn.
LinkedIn introduces Pages
Options include lookalike
targeting and interest targeting
featuring data from Microsoft's
Bing search engine.
2019
LinkedIn introduces
new targeting features