LinkedIn is introducing a set of new advertising and creator-partnership products, targeting B2B marketers seeking broader reach through professional creators and video content. The updates include a new creator sponsorship tier, expanded BrandLink capabilities, and a programmatic connected television buying option through The Trade Desk.

Top Voices 360

LinkedIn is launching Top Voices 360, a premium sponsorship offering that builds on its existing “Shows by LinkedIn” product. Advertisers begin with an exclusive editorial show supported by BrandLink ads and can extend that sponsorship to co-branded posts, industry event appearances, and additional activations.

Creators participating in the new program include Meghana Dhar, Corporate Natalie, Ramit Sethi, and Aishwarya Srinivasan, alongside returning creators Steven Bartlett, Cat Goetze, Bernard Marr, and Candace Nelson. Each creator will host a new season of “Shows by LinkedIn,” with new titles including “Innovation in Action,” “Inside the Future,” and “The Break Room,” joining returning series such as “AI in Action,” “CEO Playbook,” “Small Business Builders,” and “The Founder’s Blueprint.”

IBM Chief Communications and Brand Officer Sarah Meron said the company plans to renew its sponsorship under the new format. “With ‘Shows by LinkedIn,’ we have measurable evidence that we’re checking the box on awareness, all the way to actual lead generation, and that is hard to find elsewhere,” Meron said.

Top Voices 360 sponsorship packages are currently available for select managed customers.

BrandLink Enhancements

LinkedIn is expanding BrandLink with four new capabilities. Advertisers can now bundle BrandLink and Event Ads into a single sponsorship tied to live, publisher-hosted events such as the Forbes Under 30 Summit and the WSJ Future of Everything, with BrandLink ads running alongside event clips after the live broadcast.

The platform is also adding six global publishers to its BrandLink network: Axel Springer (Germany), The CEO Magazine (Australia), NYSE (United States), Reuters Japan (Japan), TIME (United States), and Times Network (India). These join more than 40 existing media outlets already available through the product. LinkedIn said members exposed to BrandLink ads are up to 18% more likely to become a lead.

BrandLink campaigns with publishers are now available as a self-serve option in Campaign Manager for select customers. LinkedIn is also integrating Stripe to handle creator payouts, replacing a previous payment process for both advertisers and creators on the platform. BrandLink remains in beta for global managed customers.

CTV Via The Trade Desk

For the first time, marketers can purchase LinkedIn CTV (Connected Television) Ads programmatically through The Trade Desk, powered exclusively by Microsoft Monetize, in addition to the existing direct buying option through Campaign Manager. 

Advertisers can apply LinkedIn’s professional audience targeting, including job title, industry, and seniority, when buying against premium CTV inventory. CTV Ads via The Trade Desk will begin rolling out to additional U.S. customers later in 2026.

Will Doherty, SVP of Inventory Partnerships at The Trade Desk, said the integration gives B2B marketers precision targeting against premium television inventory. “LinkedIn’s unique data gives B2B marketers the ability to reach the right audiences with precision, while buying against the most premium TV inventory available,” Doherty said.

Research Context

The announcements coincide with LinkedIn’s “2026 Global B2B Marketing Outlook,” conducted by YouGov across 1,299 B2B marketers in the United States, United Kingdom, France, Germany, and India between January 14 and February 5, 2026. The survey found that 82% of B2B marketers who work with creators consider influencer campaigns essential to delivering measurable ROI, while 81% of B2B CMOs say video accelerates sales cycles compared with other formats. Among B2B buyers who work with creators, 56% said they rely on creator input during the final stage of the buying process.

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