Blogs›LinkedIn›CTV Ads Platform
This post details the engineering effort behind building LinkedIn's Connected TV (CTV) Ads solution. It covers the core design principles, technical frameworks, and infrastructure leveraged to deliver a scalable, reliable, and measurable advertising experience. Key aspects include integrating with CTV publishers via Real-Time Bidding (RTB) through a deal-driven private marketplace, building a supply management system for onboarding and dynamically controlling PMP deals, and adapting supply prioritization algorithms and relevance models for CTV-specific dynamics. The post also addresses brand suitability by integrating with DoubleVerify for quality insights and proactively filtering problematic apps and invalid traffic. A significant engineering challenge discussed is the cross-device identity approach to associate CTV impressions with LinkedIn members for professional targeting, while respecting privacy. Furthermore, it details the technical adjustments made to meet stringent creative specifications from premium CTV publishers, including enhanced video processing pipelines, extended media asset management, and creative validation systems. Finally, it touches upon measuring impact beyond impressions with robust reporting and partnerships for independent validation.
