Building LinkedIn’s CTV Ads: Scaling professional reach to the big screen

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 prior to CTV needs. It also addresses creative specifications, brand suitability, and cross-device identity for professional targeting on CTV.