Trait Targeting


Deprecation Notice
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The LinkedIn Trait Targeting feature (also called member behavior targeting) allows advertisers to reach audiences based on what they do. Members with similar descriptors are grouped and directed into specific personas based on actions they take directly on theplatform.

The actions suggest a certain intent or goal, or how and where they engage with LinkedIn to determine the user type. Examples of these descriptors are someone who travels frequently or has an Apple device.

To handle these actions, LinkedIn is now adding Trait Targeting to the adTargetingFacetsV2 endpoint. The feature is also added to the Typeahead finder and AdTargetingFacet finder of the adTargetingEntitiesV2 endpoint to provide better behavior segment discovery.

Using an Enum of Member Behavior is now available. Also available is a mechanism to associate a member behavior entity type with each member based on known characteristics and behaviors that align with what actions the member performs while on LinkedIn (for example, clicking through nested links or impressions).

Trait Targeting Hierarchy

The following table details trait targeting hierarchy.

Segment Level 1 Segment Level 2 Description
Mobile users (urn:li:memberBehavior:2)
  • Android users (urn:li:memberBehavior:4)
Members whose LinkedIn site visit are primarily via Mobile.
Desktop/Laptop Users (urn:li:memberBehavior:5)
  • Linux (urn:li:memberBehavior:6)
  • Mac (urn:li:memberBehavior:7)
  • Windows (urn:li:memberBehavior:8)
Members whose Linkedin site visit are primarily via Desktop/Laptop.
Frequent Travelers (urn:li:memberBehavior:9)
  • Frquent Domestic Travelers(urn:li:memberBehavior:10)
  • Frequent International Travelers (urn:li:memberBehavior:11)
Members who travel frequently
Job Seeker (urn:li:memberBehavior:12) N/A Members might be interested in searching for a new job.
Open to Education (urn:li:memberBehavior:13) N/A Members who might be interested in enrolling for higher education or taking courses.
Frequent Contributor (urn:li:memberBehavior:14) N/A Members who contribute UGC or share articles frequently.

You can obtain all trait targeting values in a flat way by using API: Find Entities by Facet.