Mountain View, Calif.—LinkedIn Inc. has debuted an advertising application programming interface (API) that enables developers to build custom tools for marketers to have more direct control over their LinkedIn ad campaigns.
Previously, marketers had to manage their ad programs on LinkedIn through the networking site's self-serve feature. According to the LinkedIn blog, API access has been one of marketers' most frequently requested features, and “the launch of this new program will empower developers to build custom tools and solutions specifically to help social marketers meet their goals.”
The LinkedIn API is available only to companies approved by LinkedIn. Initial social media marketing partners using the LinkedIn ads API include Adobe Systems, Bizo Inc. and Unified Social.