LinkedIn has announced significant updates to its Marketing API in the August 2024 edition, introducing new features for Connected TV (CTV) campaigns and frequency cap customization.

Key Updates:

1. Connected TV (CTV) Campaigns

   • New boolean field connectedTelevisionOnly added to Campaign API and Ad Supply Forecasts API
   • Enables creation and delivery of CTV video ad campaigns
   • Available for US & Canada markets, in English only
   • Requires video format, LinkedIn Audience Network placement, and Brand Awareness objective

2. Frequency Cap Customization

   • New optimizationPreference field in Campaign API
   • Allows setting maximum campaign-level frequency between 3 to 30 within a 7-day window
   • Fully available for CTV campaigns with brand awareness objective
   • Limited beta for LinkedIn Feed and LinkedIn Audience Network campaigns

3. Conversions API Changes

   • Deprecating MARKETING_QUALIFIED_LEAD and SALES_QUALIFIED_LEAD conversion types
   • Recommends using QUALIFIED_LEAD conversion type instead

4. Reporting Changes

   • Updated measurement methodology for Video and Sponsored Messaging campaigns
   • Video ads now report impressions and clicks only when they start to play
   • Sponsored Messaging no longer reports impressions, clicks, and related metrics

These updates reflect LinkedIn's efforts to enhance its advertising capabilities, particularly in the growing CTV market, while also refining its measurement and reporting methodologies to align with industry standards.