After less than a year, LinkedIn shutters Lead Accelerator ad network, citing the need for greater resources than were initially to build out the product to the extent that it would provide a real value to social media marketers.
The LinkedIn Lead Accelerator network grew out of the company’s 2014 acquisition of Bizo, but never really took off, partially due to a clunky interface and lack of full-on programmatic integration.
The announcement to shutter Lead Accelerator came as part of LinkedIn’s Q4 2015 earnings statement, authored by CFO Steve Sordello. Sordello noted that “key technology” from Lead Accelerator would be incorporated into LinkedIn’s Sponsored Content product during the first half of this year, which was the timeline given for phasing-out the fledging ad network.
With Bizo, LinkedIn has arguably some of the richest B2B data of any social network in the world; however, they’ve had a difficult time translating this over to marketing success. In Q4, advertising accounted for 21% of LinkedIn’s revenue, down from 24% a year before. Opposition from networks like Google and Facebook, the latter of which added job-based targeting in 2014, isn’t helping LinkedIn’s cause.
It is worth mentioning that LinkedIn’s Lead Accelerator inventory won’t be disappearing entirely; the network’s placements will still be available through programmatic exchanges.