LinkedIn at 10: Identity Crisis?

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LinkedIn wants to become a content publishing platform. Will this transformation destroy its value to advertisers and turn it into a Facebook clone?

In the last six months, LinkedIn has made a spate of product enhancements and delivered new ad formats, notably video ads, introduced in October 2012, and SlideShare Content Ads that let advertisers deliver SlideShare presentations into banner space on the site. Another advertiser-friendly move was opening up LinkedIn’s APIs, so brands can manage their ads without having to log in to LinkedIn’s platform.

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