LinkedIn continues to act like a media business — it’s now offering sponsored content

Gigaom

LinkedIn(s Lnkd) is introducing sponsored content in its feeds on desktop and mobile, officially launching the program that’s been in the works for several months now. The opportunity to buy sponsored content on LinkedIn will be available by the end of the month to any company with an official LinkedIn page.

Even as LinkedIn moves toward becoming a new kind of publisher for business and professional news, advertising is hardly the core of its business. But the announcement speaks to both LinkedIn’s ambition to become a destination for business news as a way to drive engagement on the site, as well as how how social media companies see the future of advertising and making money.

For LinkedIn, the majority of its revenue comes from the corporate recruiting arm of the company. This business hinges on consumers updating their profiles with their resumes, so that companies can use LinkedIn’s paid…

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