NYTimes.com and LinkedIn Pair for Targeted Ads and Content

  |  July 23, 2008   |  Comments

The newspaper site will target LinkedIn members with ads according to their information included in their profiles on the business networking site.

A new deal in which LinkedIn users reading some sections of NYTimes.com will see news items related to their profiles, will enable the newspaper to target LinkedIn members with ads according to their professional information.

Steve Patrizi, director of advertising sales for the business networking site, said ads on NYTimes.com were primarily being targeted using information provided by readers when they registered. The new relationship between the companies means even finer tuning of ad delivery should be possible since LinkedIn profiles contain a wealth of information about a person's professional interests.

"The targeting happening on NYTimes.com is obviously taking a cue from our profile data," said Patrizi.

Information provided by LinkedIn consists of its members' industry, job function, seniority, company size, gender and geography. NYTimes.com readers will be able to opt-out of the program. Patrizi stressed no personally identifiable information is being revealed or disseminated.

Personalized content delivery, not targeted ad delivery, is the main thrust of the deal, according to Patrizi.

NYTimes.com will automatically recognize LinkedIn users when they go to Business or Technology pages, and will display headlines relevant to their industry.

"Basically what it's doing is its taking that profile information from LinkedIn... and it's just adding that into the NYTimes.com registration process," said Stacy Green, PR manager for The Times Company. "NYTimes.com has been targeting users for many, many years."

While NYTimes.com advertisers will benefit from the added targeting information, LinkedIn is not getting reciprocal treatment from NYTimes.com. Patrizi said LinkedIn is not gaining access to NYTimes.com's user registration data.

"It doesn't change anything we're offering on LinkedIn.com," said Patrizi. "Nothing is really changed in the way we are selling our own inventory or own advertising products."

A "share tool" being included on NYTimes.com pages will enable readers who are signed-up with LinkedIn to share and discuss stories with LinkedIn members in their networks.

NYTimes.com, citing Nielsen Online figures, stated it had 17.7 million unique visitors in June. LinkedIn claims to have nearly 25 million members.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...