LinkedIn Strengthens Business Advertising Direction - Expects $100 Million in Revenue from New Team
Microsoft-owned LinkedIn is developing a new direction to strengthen its positions in the business advertising market. The company officially presented BrandWorks — a team comprised of marketing experts that will help brands create more effective advertising campaigns.
According to BrandWorks' head, Alex Josephson, the team's goal is to offer marketers services tailored to their needs and improve advertising results.
LinkedIn occupies a special niche in the advertising market because its primary target users are corporate clients and business customers. Despite being considerably smaller compared to giants such as Meta Platforms, it remains a significant player in the B2B advertising sector.
BrandWorks launched in internal mode in March 2026. Over the past few months, the team has grown by approximately 60% and is actively recruiting specialists from companies such as TikTok, Meta Platforms, and X.
The team also manages the Top Voices 360 program, which connects advertising publishers with content creators for sponsored campaigns. The program generated over $20 million in revenue during the period from May 2025 to May 2026. Its clients include SAP, IBM, and ServiceNow.
According to sources, LinkedIn expects BrandWorks' operations to reach an annual revenue pace of approximately $100 million in the upcoming financial year, which will play a significant role in expanding the company's advertising business.
