[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fmicrosoft-acquires-linkedin-good-news-advertisers":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":369,"breadcrumbs":370,"reading_minutes":181,"category":378,"head":380},"2016-06-14T12:28:46",{"rendered":6},"\u003Cp>\u003Cspan style=\"font-weight: 400;\">In a blog post on Monday, \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fnews.microsoft.com\u002F2016\u002F06\u002F13\u002Fmicrosoft-to-acquire-linkedin\u002F#sm.0001bosc9owr3dgdtwz28liepc7zq\">\u003Cspan style=\"font-weight: 400;\">Microsoft announced that they had acquired LinkedIn for a reported $26.2 billion\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">. Current Microsoft CEO Satya Nadella wrote in a \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fnews.microsoft.com\u002F2016\u002F06\u002F13\u002Fsatya-nadella-email-to-employees-on-acquisition-of-linkedin\u002F#sm.0001bosc9owr3dgdtwz28liepc7zq\">\u003Cspan style=\"font-weight: 400;\">public email \u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">to employees about the benefits of combining Microsoft’s productivity and business tools with LinkedIn’s content network. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>Meanwhile, online advertisers like myself are anticipating – and wishing – for LinkedIn ads to merge with the Bing Ads platform. In this post, I take a stab at what I expect to emerge over the coming months.\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">With \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Ftechcrunch.com\u002F2016\u002F05\u002F26\u002Ffacebook-starts-selling-offsite-ads-targeting-non-users-too\u002F\">\u003Cspan style=\"font-weight: 400;\">Facebook\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> and \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fadwords.googleblog.com\u002F2016\u002F05\u002Fads-and-analytics-innovations-for-a-mobile-first-world.html\">\u003Cspan style=\"font-weight: 400;\">Google\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> both expanding their display reach, Microsoft now has an opportunity to play catch up, gaining audience territory. The graphic below from a \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fncmedia.azureedge.net\u002Fncmedia\u002F2016\u002F06\u002Fmsft_announce_160613.pdf\">\u003Cspan style=\"font-weight: 400;\">Microsoft presentation\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, gives a brief glimpse of how the two newly acquainted companies stack up against each other. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cfigure style=\"width: 833px\" class=\"wp-caption aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-2636 \" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FgeB0tj2I-Screen-Shot-2016-06-14-at-13.56.32.png?auto=compress%2Cformat&q=90\" alt=\"Microsoft vs LinkedIn\" width=\"833\" height=\"314\" \u002F>\u003Cfigcaption class=\"wp-caption-text\">Microsoft’s internal presentation describes the current lack of “one source of truth for an individual profile”, suggesting a stronger push toward user-based advertising.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\u003Ch2 id=\"predictions\">Predictions\u003C\u002Fh2>\n\u003Cp>The implications for advertisers could mean for new targeting opportunities, ad formats, and evolving audience targeting that makes use of both platforms. My likely predictions (read: suggestions) include:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cstrong>Refined targeting options from LinkedIn being available in Bing Ads\u003C\u002Fstrong>\n\u003Cul>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">For example, bid adjustments within search \u002F display ads for those users with a particular job title \u002F sector \u002F industry etc (much the same as audience building within the Google Display Network, or Facebook advertising).\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Search based advertising opportunities\u003C\u002Fstrong>\n\u003Cul>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">It’s likely we’ll see new chances to advertise within LinkedIn search, with Bing search also tapping into the data available from LinkedIn.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003Cli>\u003Cstrong>More opportunities for targeting users from within Cortana \u003C\u002Fstrong>(Microsoft’s ‘personal assistant’).\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>At this stage, speculation is the closest we’ll get to any more insight about the change. In any case, I anticipate the trend of all platforms branching out into user-based targeting to continue.\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">In other news, the merge has added more fire to the much-anticipated \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fmashable.com\u002F2016\u002F06\u002F13\u002Flinkedin-social-media-acquisitions\u002F?utm_cid=mash-com-Tw-main-link#JhgQG.b6Ukql\">\u003Cspan style=\"font-weight: 400;\">acquisition of Twitter\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, with many commentators waiting for Google to snap up the platform. Exciting times for digital marketers! \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>(img source: officelovin.com)\u003C\u002Fp>\n",false,"standard",[10],39,[],[13],171,[15,16,17,18,19,20,21,22],"post-2635","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing",{"page_content_modules":24,"hero":177},[25,135],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Microsoft acquires LinkedIn: Good news for advertisers?",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},46,"\u002Fabout\u002Four-team\u002Fliam-wade\u002F","Liam Wade","Chief Strategy Officer","Chief Strategy Officer\r\n\u003Ca href=\"https:\u002F\u002Ftwitter.com\u002Fimpressiontalk\">@ImpressionTalk\u003C\u002Fa>. Obsessive about performance marketing. In my spare time I like to collect stamps, count marbles and create intricate architectural sculptures out of wheat-based cereals. \u003Ca href=\"https:\u002F\u002Ftwitter.com\u002FDigital_Liam\">@Digital_Liam\u003C\u002Fa>","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":38,"job_title":34,"specialist_service_links":39,"photo":80},"\u003Cp>Chief Strategy Officer.\u003C\u002Fp>\n\u003Cp>I’m a competitive marketer and agency leader, with a proven track record for innovative marketing that outperforms the market. I am relentless in my pursuit for best-in-class performance marketing, with experience across the full marketing spectrum.\u003C\u002Fp>\n\u003Cp>I get to work with awesome clients, with some of the smartest marketers on the planet and have fun at the same time! Curating a world-class digital marketing offering by nurturing extremely talented teams and encouraging a creative, data-driven approach to marketing.\u003C\u002Fp>\n\u003Cp dir=\"ltr\">\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nHow the whole performance team at Impression challenges best practice – every single day.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I like to create intricate structures out of hydrated potatoes.\u003C\u002Fp>\n",[40,59,68],{"page":41,"link_text":58},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":53,"post_type":54,"post_mime_type":45,"comment_count":55,"filter":56,"url_path":57},108,"98","2020-12-16 14:36:55","","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108",0,"page","0","raw","\u002Fdigital-marketing\u002Fstrategy\u002F","Digital Marketing",{"page":60,"link_text":63},{"ID":61,"post_author":43,"post_date":62,"post_date_gmt":62,"post_content":45,"post_title":63,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":64,"to_ping":45,"pinged":45,"post_modified":65,"post_modified_gmt":65,"post_content_filtered":45,"post_parent":53,"guid":66,"menu_order":53,"post_type":54,"post_mime_type":45,"comment_count":55,"filter":56,"url_path":67},169,"2020-12-17 10:02:30","Paid Media","paid-media","2026-06-15 15:58:53","\u002F?page_id=169","\u002Fpaid-media\u002F",{"page":69,"link_text":79},{"ID":70,"post_author":71,"post_date":72,"post_date_gmt":72,"post_content":45,"post_title":73,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":74,"to_ping":45,"pinged":45,"post_modified":75,"post_modified_gmt":75,"post_content_filtered":45,"post_parent":76,"guid":77,"menu_order":53,"post_type":54,"post_mime_type":45,"comment_count":55,"filter":56,"url_path":78},24830,"1","2023-09-09 12:14:08","Media Measurement","measurement","2026-09-25 10:45:33",17552,"\u002F?page_id=24830","\u002Fmedia-solutions\u002Fmeasurement\u002F","Measurement",{"ID":81,"id":81,"title":82,"filename":83,"filesize":53,"url":84,"link":85,"alt":45,"author":86,"description":45,"caption":45,"name":87,"status":88,"uploaded_to":53,"date":89,"modified":89,"menu_order":53,"mime_type":90,"type":91,"subtype":92,"icon":93,"width":94,"height":95,"sizes":96},16529,"Liam-Wade_New","Liam-Wade_New.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&q=90","\u002Fliam-wade_new\u002F","12","liam-wade_new","inherit","2022-04-07 15:46:33","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":97,"thumbnail-width":98,"thumbnail-height":98,"medium":99,"medium-width":100,"medium-height":101,"medium_large":102,"medium_large-width":103,"medium_large-height":104,"large":105,"large-width":106,"large-height":107,"1536x1536":108,"1536x1536-width":109,"1536x1536-height":110,"2048x2048":111,"2048x2048-width":112,"2048x2048-height":113,"post-thumbnail":114,"post-thumbnail-width":115,"post-thumbnail-height":116,"12_col":117,"12_col-width":118,"12_col-height":119,"default_landscape":120,"default_landscape-width":121,"default_landscape-height":95,"default_portrait":122,"default_portrait-width":95,"default_portrait-height":121,"6_col_and_margin_short":123,"6_col_and_margin_short-width":115,"6_col_and_margin_short-height":119,"11_col_and_margin":124,"11_col_and_margin-width":125,"11_col_and_margin-height":119,"9_col_rectangle":126,"9_col_rectangle-width":127,"9_col_rectangle-height":128,"11_col":129,"11_col-width":130,"11_col-height":119,"staff_image_696_600":131,"staff_image_696_600-width":94,"staff_image_696_600-height":95,"rectangular_thumbnail":132,"rectangular_thumbnail-width":133,"rectangular_thumbnail-height":134},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":136,"reduced":27,"top_overlap":137,"bottom_underlap":137,"disable_observer":-1,"heading":138,"cta_text":139,"cta_link":140,"items":141},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[142,155,165],{"type_key":16,"title":143,"excerpt":144,"to":145,"postedAt":146,"readingTime":147,"image":148,"authors":149,"category":153},"A guide to WebMCP for marketing leaders","\u003Cp>The structure of web traffic is undergoing a fundamental structural transition. We’re certainly seeing the impacts of these changes en masse. Whilst SEO visibility is driving, in part, Generative Engine Optimisation (“GEO”) visibility, clicks in traditional SEO rankings are harder to come by, and customer behaviour is fragmented as users are using new places to […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F","2026-08-27T13:51:35",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fyasa-design-studio-Ot2wQ8jF43s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[150],{"name":151,"image":152},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":154,"name":58},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F",{"type_key":16,"title":156,"excerpt":157,"to":158,"postedAt":159,"readingTime":160,"image":161,"authors":162,"category":164},"Navigating Agentic Commerce with Universal Commerce Protocol","\u003Cp>As artificial intelligence transitions from information retrieval to autonomous task execution, the underlying infrastructure supporting ecommerce is undergoing a fundamental architectural shift.  The Universal Commerce Protocol (“UCP”) provides the unified communication layer required for AI agents to browse, negotiate, and execute transactions directly across merchant back-ends such as payment gateways. It’s an open-source standard co-developed […]\u003C\u002Fp>\n","\u002Fblog\u002Fnavigating-agentic-commerce-with-universal-commerce-protocol\u002F","2026-08-27T13:51:17",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fa-c-dqg4QeDNUi8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[163],{"name":151,"image":152},{"to":154,"name":58},{"type_key":16,"title":166,"excerpt":167,"to":168,"postedAt":169,"readingTime":170,"image":171,"authors":172,"category":176},"Bing vs Google: Search Engine Comparison 2026","\u003Cp>In the Bing vs Google debate, many would point to the widespread popularity of Google – the world’s largest search engine – as evidence that users prefer it to its closest rival. Figures suggest that Google has 1 billion daily active users compared to Bing’s 100 million. Yet whilst Google continues to dominate the global […]\u003C\u002Fp>\n","\u002Fblog\u002Fbing-differ-google\u002F","2026-06-11T16:15:35",31,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[173],{"name":174,"image":175},"Jonathan Theuring","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":154,"name":58},{"type":178,"style":179,"heading":28,"date":4,"updatedAt":180,"reading_minutes":181,"image":182,"imageAlt":28,"categories":183,"collections":368},"blog-post","light","2022-02-07T16:48:43",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FgdI38Kiy-050720211625527324_Screen-Shot-2016-06-14-at-14.24.48.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[184],{"id":10,"count":185,"description":186,"link":154,"name":58,"slug":187,"taxonomy":188,"parent":53,"meta":189,"acf":190,"head_links":191,"resource_count":192,"yoast_title":193,"yoast_meta":194,"yoast_json_ld":239,"_links":336,"path":154},282,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our experts regularly blog about the digital marketing news that’s stirring up the industry, so check back regularly or \u003Ca href=\"\u002Fnewsletter\u002F\">sign up to our newsletter\u003C\u002Fa> to stay informed!\u003C\u002Fp>\r\n\u003Cp class=\"p1\">\u003Cspan style=\"font-weight: 400\">Impression is a multi-award-winning \u003C\u002Fspan>\u003Ca href=\"\u002Fdigital-marketing\u002F\">\u003Cspan style=\"font-weight: 400\">digital marketing agency\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> that provides services\u003C\u002Fspan> that provides services including \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">Strategy\u003C\u002Fa>, \u003Ca href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>, \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO\u003C\u002Fa>, \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR\u003C\u002Fa>, \u003Ca href=\"\u002Fanalytics\u002F\">Analytics\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">Media Effectiveness\u003C\u002Fa> to its wide range of clients. Browse our latest thinking around digital marketing below, or \u003Ca href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to discuss how we can help you.\u003C\u002Fp>","digital-marketing","category",[],{"sub_title_override":45,"title_override":45,"hidden":7},[],96,"Digital Marketing Blog | Tips, Advice & Guides | Impression",[195,197,200,203,206,209,212,214,216,218,221,224,227,230,233,236],{"property":196,"content":193},"title",{"property":198,"content":199},"description","Keeping up to date with the latest digital marketing trends, strategies, and announcements can be difficult. 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