However, members had begun sharing articles, and LinkedIn nurtured this behavior. In 2011, it introduced LinkedIn Today, where editors and algorithms compiled headlines from around the web. The Influencer Program debuted in 2012 and a year later it bought Pulse to better customize LinkedIn Today’s slate of articles.
Today, users are six times more likely to read, post, share, comment or like content than engage in career-related activity, such as update a profile or make connections, according to LinkedIn.
A surge in mobile visitors prompted LinkedIn to further reconsider its ad business. About 45% of its global traffic is from mobile, with the 50% mark clearly in sight, according to Mr. Price. “As a marketing-solutions business that was heavy in traditional display, it was a signal that this was not sustainable,” he said. “We can do a good job, with incredible data and great targeting techniques, but if all our traffic is on mobile, we need to figure out something to do here.”
Could LinkedIn Be Adland's Next $1 Billion Player?
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