LinkedIn is continuing to invest in its ad platform, with new audience forecasting and targeting logic. In essence, it’s giving advertisers better access to the make-up of their target audiences, and allowing them to filter this down to show specific data, like top industries and company size. 

It has also introduced Boolean logic for targeting queries – so advertisers can target multiple different audiences in the same campaign. The company has also announced that it will be rolling out some new reporting metrics, to make it easier to measure the audience levels.

In practice, this is all part of LinkedIn’s ongoing efforts to improve the ad platform. It’s long overdue, and starting to pay dividends. For B2B businesses with money to spend, it’s now a more complete package, with the targeting and reporting metrics advertisers need to deliver campaigns.