LinkedIn Launches Wire Program for In-Stream Video Ads On Publisher Content

LinkedIn / The Wire Program

LinkedIn launched the Wire Program in beta. The program allows brands to run in-stream video ads on publisher content. It is currently being tested with publishers like Bloomberg, Business Insider, NBCUniversal, and The Wall Street Journal. Publishers will have a 50-50 revenue split with LinkedIn.

Why It Matters: The program highlights two trends within LinkedIn — a continued focus on news and a deeper dive into video content. While platforms like Meta have been pulling back on news, LinkedIn has been embracing it, providing direct support to hundreds of news publishers.

On the video front, LinkedIn has slowly integrated more video into the platform, including a dedicated short-form video tab that has attracted video-first creators. With a 45% year-over-year increase in video uploads, LinkedIn is looking to capitalize on the growing amount of video content by integrating ads, helping publishers reach engaged audiences, and growing ad revenue.