Dive Brief:

• LinkedIn has launched a new product — Direct Sponsored Content — that allows advertisers to use "dark posts" that don't appear on their brand page. 
• The dark posts allow for advertisers to test messaging and creative native-style ads without spamming targeted audiences with the same messages. 
• Dark posts also allow administrators aside from the page manager to devise posts, meaning multiple business units and stakeholders within a brand can test messages. 

Dive Insight: 

The so-called dark posts will allow brands and advertisers to really target messaging for ads when they are ready to post to their brand page. The result of dark testing is more effective ads for the advertiser and an overall better experience for users who should end up seeing native-style ads more in line with their interests.