"AI, even with the limitations of any innovation during its infancy, is already shaping the media channels we encounter daily. Just look at LinkedIn's most recent predictive audiences (PA) update, intended to support B2B advertisers' efforts to increase conversion volume. This optimization AI technology is set to give some a competitive advantage, aiming to increase the number of conversions and reduce cost per goal."
"LinkedIn's predictive audiences uses AI to create new audience segments based on first-party data, lead gen form completions, or data built from conversions that take place on the website. The social network's AI model extracts demographics, firmographics (information about organizations) and behavioral attributes to predict the users most likely to exhibit similar conversion behavior. This audience type can be compared to lookalike audiences, as it uses data including website audiences, video ad audiences, company lists"
Predictive audiences apply machine learning to first-party data, lead-gen form completions, and website conversion events to identify users likely to convert. The model extracts demographics, firmographics, and behavioral signals to construct new segments resembling high-value converters. The approach functions similarly to lookalike audiences but is optimized for B2B contexts with fewer data points and longer sales cycles. Advertisers can expect higher conversion volume and lower cost per goal, though outcomes depend on rigorous testing and validation. Predictive audiences present a viable targeting option for Q4 strategies and beyond for businesses that carefully measure performance and iterate.
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