LinkedIn Expands Microsoft Data for Ads
LinkedIn is expanding its collaboration with parent company Microsoft to improve ad performance tracking. Starting November 3rd, LinkedIn’s updated Terms of Service will allow the platform to share more user data with Microsoft. In some regions, public profile information and posts may also be used to help train AI tools.
LinkedIn will share more profile and activity data with Microsoft, and in return gain access to Microsoft’s tracking data. Microsoft tracks user behaviour across websites and apps through tools like the Universal Event Tag, which records actions such as clicks, purchases, and other engagements. With this integration, LinkedIn advertisers can use the additional data to target ads more precisely and measure company performance more effectively.
For advertisers, the changes mean campaigns can reach users not only based on LinkedIn activity—profiles, job titles, posts—but also using Microsoft’s wider tracking data, including browsing and ad engagement across websites and apps. Reporting tools will provide more detailed insights, showing which ads drove engagement and conversions and what actions users took.
The update could also open new advertising opportunities, with broader targeting options and potential new ad formats. At the same time, it highlights the ongoing importance of privacy and responsible data use. As LinkedIn ads become more data-driven and measurable, advertisers will need to balance precise targeting with clear practices around user data and transparency.
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