LinkedIn Launches Sponsored Updates API and Partner Program

Written on
Apr 24, 2014 
Mike Daly  |

ADOTAS – Today, LinkedIn is launching two new programs that will help brands build strong relationships with their target audiences: Sponsored Updates Partners and Content Partners.  The newest aspects of LinkedIn’s Certified Marketing Partners program, these new features will help brands scale their content marketing efforts by connecting them with top companies who have the tools to increase visibility and performance.

According to a LinkedIn spokesperson, the site’s Sponsored Updates Partners provide advanced tools, powered by APIs, to easily and effectively manage Sponsored Updates campaigns, while the Content Partners program solves the need for marketers to consistently deliver high quality content to enhance a brand’s engagement with followers on LinkedIn.

Sponsored Updates Partners include AdStage, Brand Networks, SHIFT, the Salesforce ExactTarget Marketing Cloud (which includes, and Unified Social.

“Many organizations are already working with these partners on social campaigns, so we’re excited that our mutual customers can now run their LinkedIn campaigns using these partners’ tools,” said LinkedIn’s Penry Price in a blog post announcing the new programs.

Content Partners include including publishers The Atlantic, Bloomberg, CBS Interactive, and IDG Communications; content platforms Newscred and Percolate; and custom content creators like Atlantic Media Strategies, Contently, Freshwire, and Group SJR.

“Content is an important driver of engagement on LinkedIn, and our members get tremendous value from brands that deliver quality information and insights,” said Price. “We’re pleased that we can offer new ways to enhance the LinkedIn experience for them every day.”

For more information on LinkedIn’s Certified Marketing Partner program, and specifically about Sponsored Updates Partners and Content Partners, click here.

Mike Daly is an award-winning writer and editor with 30 years of experience in publishing. He began his career in 1983 at The News of Paterson, N.J., a long-since defunct daily paper, where at age 22 he was promoted to the position of Editorial Page Editor. Since then he has served in managerial capacities with several news organizations, including Arts Weekly Inc. and North Jersey Media Group in New Jersey and Examiner Media in New York. His work has been honored on numerous occasions by the New Jersey Press Association and the Society for Professional Journalists.

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