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LinkedIn solidifies its dominance in the B2B marketing landscape as ad revenue surges to $8.2bn fuelled by B2B creators, Gen AI brands and CTV capabilities

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LinkedIn
  • LinkedIn ad revenue is forecast to reach $9.7bn (+18.5%) in 2026 and $11.3bn (+16.2%) in 2027
  • LinkedIn ads reach 350 million active users per month but its professional reach approaches saturation in key markets
  • LinkedIn ads in the US outperform with high ad equity
  • An increased use of video on LinkedIn signals a new trend

WARC Media’s Platform Insights: LinkedIn

21 October 2025 – LinkedIn is best known as a leader in business-to-business marketing offering unique professional targeting capabilities. Ad investment in the Microsoft-owned platform has steadily increased, with WARC forecasting it to reach $8.2bn in 2025 (+18.3%), fuelled by gains from the emerging Gen AI category, B2B creators, and by extending B2B campaigns into connected TV.

This latest Platform Insights by WARC Media, provides comprehensive data-driven intelligence on LinkedIn’s advertising landscape, examining the platform’s latest trends through the lens of investment, user engagement and performance.

Celeste Huang, Media Insights Analyst, WARC Media, and author of the report, said: “LinkedIn accounts for a small part of Microsoft’s overall revenue. However, its ad business is outpacing other mid-size platforms like Snapchat and Pinterest. Its premium subscriptions continue to rise, and efforts in growing B2B creators, video formats and CTV campaigns is delivering returns.”

Investment: LinkedIn ad revenue forecast at $8.2bn this year, $9.7bn in 2026 and reach $11.3bn in 2027

WARC Media’s analysis of LinkedIn’s advertising business suggests strong momentum. Ad revenue is forecast to reach $8.2bn (+18.3%) this year, increase to $9.7bn (+18.5%) in 2026 and further expand to $11.3bn in 2027.

Its ad business is bigger than other mid-size social platforms, including Snapchat ($6bn), Pinterest ($4.2bn) and Reddit ($2.2bn) according to WARC Media’s latest global ad spend forecasts for 2025.

Category-wise, business and industrial leads with the most ad spend on LinkedIn, followed by technology & electronics, and government & non-profit. Retail accounts for just 2% of total LinkedIn ad revenue.

However, LinkedIn’s ad business commands a relatively small part of the digital ad spend across key markets. Its greatest share is in the US (3.2%), followed by the UK (2.4%), Brazil (1.9%), France (1.8%), Canada (1.8%) and Germany (1.1%) according to Sensor Tower data.

LinkedIn has benefitted from rising digital ad spend among companies building generative AI products. Globally, Gen AI companies allocate 12% of their total digital ad budgets to LinkedIn, compared to an average of 3% across all categories, per Sensor Tower.

Consumption: LinkedIn ads reach 350 million users per month but its vast professional reach approaches saturation in key markets

LinkedIn ads reach around 350 million active users per month, according to We Are Social – some way short of its 1.2 billion total registered users.

However, LinkedIn’s Audience Network extends advertiser reach beyond the platform to third-party publishers and sites, with over 1.8 million feed updates viewed per minute.

According to GWI, the global online audience is most likely to use LinkedIn to look for jobs (9.4%) and to follow a company page (7.3%). A full 4.3% of internet users have researched or purchased after seeing ads on LinkedIn, a percentage that rises to 6.4% for those employed full-time.

Available in 200 markets, Asia Pacific currently provides LinkedIn with its largest audience base (277 million), followed by Europe (257 million) and North America (233 million). The US and India account for a third of LinkedIn’s total audience, but the platform itself is approaching saturation in key markets. Its continued ability to reach out-of-market buyers is crucial.

B2B creator activity has seen notable growth in recent years, albeit at a slower rate than B2C. More than one in ten creators (12%) regularly post content on LinkedIn, per CreatorIQ, though growth trails behind short-form video platforms like TikTok and Instagram Reels.

LinkedIn’s audience is the fastest-growing group of social media users to adopt AI tools, ahead of X, TikTok and Instagram users. Currently, 41% of the platform’s users say they use ChatGPT, up from 15% in Q1 2024, per Sensor Tower.

High net worth individuals (HNWIs) are a key presence on LinkedIn given their ability to influence business decisions and corporate purchasers, of which 38% are Millennials, 33% Gen-X, 16% Gen-Z and 13% Boomers, according to Ipsos Global Influentials data. LinkedIn data claims its audience has twice the buying power of the average web audience, with 10 million C-level execs active on the platforms.

Performance: LinkedIn ads in the US outperform with high ad equity

Kantar’s Media Reactions survey in the US – LinkedIn’s biggest market – shows consumers’ positive attitudes regarding LinkedIn ad qualities.

To B2B advertisers, LinkedIn’s emphasis on trust means buyers will engage more and move through the funnel smoothly.

Short-form video is seeing 12% year-on-year growth on the platform. Emotionally resonant videos and short-form content have higher completion rates among LinkedIn users.

LinkedIn’s premium TV advertising offering is gaining momentum through partnerships with Connected TV platforms including NBCUniversal, Roku, and Samsung, deemed as a potential game-changer for B2B mass reach. Kantar data suggests that LinkedIn’s CTV solution reaches 105 million connected devices per month in the US.

With credibility and relevance being top criteria for creators in B2B environments, LinkedIn launched its own Creator Accelerator Program and offers partnerships with certified creator agencies via its Marketing Partners tool.

LinkedIn Ads appear more expensive when using consumer campaign ad metrics like CPC and impressions. Account-based metrics, such as ‘cost per company influenced’, reveal LinkedIn is the most effective, according to Dreamdata research.

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Webb Fontaine Launches Webb Fontaine Zerø at the World Customs Organization (WCO) Technology Conference & Exhibition 2026, Redefining the Future of Artificial Intelligence (AI)-Driven Customs Systems

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Webb Fontaine’s Corporate Sponsorship for the second consecutive edition of the event marked a significant milestone, reinforcing the company’s long-term commitment to driving digital transformation in Customs

DUBAI, United Arab Emirates, February 6, 2026/APO Group/ –Webb Fontaine (www.WebbFontaine.com), a leading provider of AI-powered trade facilitation solutions, successfully concluded its participation as Corporate Sponsor at the 2026 WCO Technology Conference & Exhibition, where it officially launched its groundbreaking new concept, Webb Fontaine Zerø.

 

Held at the ADNEC Centre Abu Dhabi from 28 to 30 January 2026, the conference brought together more than 1,500 public and private sector stakeholders, including Customs administrations from over 100 countries, to explore how advanced technologies are shaping the future of border management, trade facilitation, and supply chain resilience.

Webb Fontaine’s Corporate Sponsorship for the second consecutive edition of the event marked a significant milestone, reinforcing the company’s long-term commitment to driving digital transformation in Customs through innovation, partnership, and AI powered platforms.

The highlight of Webb Fontaine’s presence was the official unveiling of Webb Fontaine Zerø, a next-generation, LLM-based Customs technology concept built from the ground up for the AI era. Announced during the opening keynote by Webb Fontaine Chief Executive Officer Alioune Ciss, Webb Fontaine Zerø represents a complete reset from legacy systems, embedding artificial intelligence and large language models into every layer of Customs operations.

“AI is no longer a future roadmap on a PowerPoint slide. It is already at work,” said Alioune Ciss, CEO of Webb Fontaine. “With Webb Fontaine Zerø, we rebuilt our core platforms from the ground up, integrating AI into every layer of Customs processes. This is not an upgrade. It is a fresh start for an AI-driven era. Customs administrations need systems that evolve as fast as regulations and trade tariff rates change, and Webb Fontaine Zerøis designed precisely for that.”

With Webb Fontaine Zerø, we rebuilt our core platforms from the ground up, integrating AI into every layer of Customs processes

The 2026 edition of the Conference was held under the theme “Customs Agility in a Complex World: Securing and Facilitating Trade through Innovation,” aligning closely with Webb Fontaine Zerø’s vision of real-time regulatory adaptation, intelligent risk management, and seamless digital trade ecosystems.

Beyond the keynote launch, Webb Fontaine experts actively contributed to high-level discussions throughout the event. Ara Shamirzayan, Chief Technology Officer, led a technical panel on reinventing risk management through advanced data analytics and AI, while Anicet Houngbo, General Manager of Webb Fontaine Benin, moderated a panel on digital facilitation at the border, highlighting successful government transformations across emerging markets.

Webb Fontaine’s exhibition stand attracted significant attention, offering live demonstrations of AI-powered solutions and immersive experiences centered around Webb Fontaine Zerø. Delegates engaged with interactive activations and in-depth discussions on how next-generation technologies can modernize Customs operations, enhance revenue collection, strengthen border security, and accelerate trade flows.

The company also sponsored the official conference dinner on the second day of the event, creating a unique platform for networking and collaboration among global Customs leaders, policymakers, and technology partners.

Webb Fontaine’s strong presence at the conference builds on its long-standing collaboration with the World Customs Organization, including discussions around securing cross-border transactions and contributing to the strategic work done by the WCO through active participation to the WCO SAFE Framework of Standards, the Private Sector Consultative Group (PSCG), and the Permanent Technical Committee (PTC).

With the successful launch of Webb Fontaine Zerø and an impactful week of engagement with the global Customs community, Webb Fontaine continues to position itself at the forefront of AI-driven trade technology.

The company looks forward to advancing discussions initiated at the conference and partnering with governments worldwide to usher in a new era of intelligent, agile, and future-ready Customs systems.

Distributed by APO Group on behalf of Webb Fontaine.

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CGTN: Vision 2030: China’s tech blueprint reshaping global innovation

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BEIJING, CHINA – Media OutReach Newswire – 5 February 2026 – In 2025, China achieved unprecedented milestones in technological innovation, from breakthroughs in artificial intelligence to advances in deep-space exploration. CGTN presents a feature article examining how these advances reflect not only industrial growth but also China’s evolving role in global innovation governance, highlighting the country’s commitment to shape international standards, foster collaboration, and address shared challenges like climate change and public health.

The World Intellectual Property Organization’s Global Innovation Index 2025 places China 10th globally for the first time, first among upper‑middle‑income economies and fifth in innovation output.
China leads the world in multiple intellectual property measures, hosts the most top‑100 innovation clusters – including the Shenzhen‑Hong Kong‑Guangzhou cluster now ranked first – and has the world’s second‑largest brand value at $1.81 trillion. Building on this momentum, China is advancing industrial leadership under its 15th Five‑Year Plan period (2026-2030).

Chinese artificial intelligence (AI) companies have developed more than 200 domestic large models and expanded AI deployment across industries. China’s “AI+” initiative integrates digital technologies with manufacturing and smart systems, and in 2025 China’s core AI industry exceeded 1 trillion yuan (about $142 billion) in scale, underscoring rapid expansion.

Alongside AI developments, China is also expanding its commercial space capabilities: Long March series rockets have launched clusters of satellites from south China’s Hainan Province, and the country has applied for frequency and orbital rights for 203,000 satellites to the International Telecommunication Union, planning a mega‑constellation by 2030 that could support a 1.2 trillion yuan industrial chain.

Complementing these industry advances, in 2023, Chinese President Xi Jinping proposed the Global Artificial Intelligence Governance Initiative, which outlines China’s constructive approach to global AI development and governance and has since informed subsequent international cooperation discussions and frameworks. In July 2025, China released the Global AI Governance Action Plan, a concrete follow‑up to the 2023 initiative that provides guidance for multilateral cooperation on secure, inclusive and human‑centered AI governance among participating countries and organizations.

China Media Group also outlined the top 10 AI trends for 2026, including globalization of AI governance, scaling computing power, widespread AI agents and multi‑modal interaction technologies.

Supporting these innovations, China strengthens R&D and institutional investment. In 2025, central state‑owned enterprises invested 1.1 trillion yuan in research and development for the fourth consecutive year and 2.5 trillion yuan in strategic emerging industries, while tax and fee reforms totaling about 10.5 trillion yuan during the 14th Five‑Year Plan period (2021-2025) boosted enterprise innovation.

Major fundamental science missions, such as Tianwen‑2 asteroid sampling and the Chang’e‑7 lunar water exploration mission, demonstrate growing long‑term research capabilities.

Looking ahead, China’s next five years of scientific and technological innovation will not be an isolated process. From satellite constellations to AI chips, each breakthrough contributes to addressing global challenges like climate change and disease control.

An innovative China, moving with openness and efficiency, is becoming a key engine for shared global progress.

For more information, please click:
https://news.cgtn.com/news/2026-02-04/Vision-2030-China-s-tech-blueprint-reshaping-global-innovation-1KujBKYBQHK/p.html

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Cassava Technologies and AXON Networks Announce Strategic Partnership to Fuel Artificial Intelligence (AI) Adoption and Innovation Among African Businesses

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customers and service providers will leverage AXON’s AI-ready, real-time, multi-tenant, digital twin-enabled platform across Cassava’s extensive high-speed fibre backbone

CAPE TOWN, South Africa, January 28, 2026/APO Group/ –Cassava Technologies (www.CassavaTechnologies.com), a global technology leader of African heritage and AXON Networks (AXON) (www.AXON-Networks.com), a global leader in intelligent network platforms, today announced a strategic partnership to co-develop, deploy, and manage Africa’s first end-to-end Operator-as-a-Service (OaaS) platform (https://apo-opa.co/49XR2we).

A bold step in unlocking Africa’s AI and digital future, customers and service providers will leverage AXON’s AI-ready, real-time, multi-tenant, digital twin-enabled platform across Cassava’s extensive high-speed fibre backbone to connect millions of people and businesses across the continent and unlock new pathways for economic development and innovation.

The partnership was announced at Counder Conference 2026 (https://apo-opa.co/4pZn2pB) in Cape Town, South Africa, the flagship event of the Counder visionary leadership network, where 500 global investors, family office principals and corporate decision-makers meet for one of the largest international private capital gatherings ever assembled in the Southern Hemisphere.

“As businesses of all sizes continue to digitise their operations, the need is for cost-effective, flexible, high-performance network solutions that reduce time-consuming manual design and configurations. By partnering with AXON Networks, we are moving beyond traditional hardware-centric infrastructure to create a truly programmable, AI-managed network, which will significantly reduce operational costs and increase access to customers and service providers”, said Hardy Pemhiwa, President & Group CEO of Cassava Technologies. “This transformation allows us to treat our pan-continental fibre network as a dynamic digital platform, enabling us to provision and modify customer networks in near real-time, rather than days or weeks. We are going beyond connectivity to becoming a partner in the digital transformation journeys of our customers”.

We are honored that Cassava Technologies and AXON Networks have chosen Counder Conference 2026 as the platform for this groundbreaking announcement

This AI-first connectivity platform becomes the foundation for accelerating digital transformation for African businesses of all sizes, including other telecommunications service providers. The Operator-as-a-Service platform will deliver secure, private, high-speed data infrastructure, enabling mobile network operators, LEO satellite providers and internet service providers (ISPs) with unprecedented agility, intelligence, and reach. It is designed to support these service providers in unlocking new opportunities for growth, innovation, and AI adoption.

 

 

“Partnering with Cassava, with its unmatched fibre footprint across the continent and investment in AI-enabled data centres, to integrate our Operator-as-a-Service platform with real-time digital twin technology at this scale, is incredibly exciting,” said Martin Manniche, CEO and founder of AXON Networks. “We’re not just mirroring networks — we’re virtualising an entire infrastructure into a live AI-driven ecosystem that will leverage this extensive backbone, including Cassava’s planned AI-powered factory, to bring growth, prosperity, and the promise of AI sovereignty to Africa and its people. This is a transformational opportunity to provide the foundational platform for the AI economy across the African continent and redefine the future for generations to come, and we couldn’t have found a  better partner than Cassava to bring this vision to fruition.”

“We are honored that Cassava Technologies and AXON Networks have chosen Counder Conference 2026 as the platform for this groundbreaking announcement,” said Michel Weiss, Founding Partner and CEO, and Leonard Stiegeler, Founding Partner and Chairman of Counder. “This partnership exemplifies exactly what Counder is designed to foster: trusted connections between visionary leaders that spark meaningful collaboration and drive tangible impact. When world-class organizations come together in Cape Town to advance their work in emerging trends & markets, we see the power of our mission in action: connecting leaders to collaborate on tomorrow’s most important opportunities.”

AXON’s breakthrough OaaS solution creates a living, dynamic model of Cassava’s fibre network, comprising more than 110,000 km of terrestrial and submarine fibre, satellite capacity, and wireless connectivity. By turning networks into self-learning, autonomous, self-optimising systems, AXON’s Digital Twin technology reduces operational complexity, accelerates service delivery, introduces cost efficiencies, and ensures resilient connectivity at scale.

Distributed by APO Group on behalf of Liquid Intelligent Technologies.

 

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