National Advertising Division Recommends Rational 360 Modify or Discontinue Claims Overstating Role of Pinpoint Targeting’s Proprietary Technology
New York, NY – July 14, 2026 – In a Fast-Track SWIFT challenge brought by Project Applecart LLC, BBB National Programs’ National Advertising Division recommended that Rational 360, Inc. subsidiary Pinpoint Targeting modify or discontinue challenged claims that Pinpoint Targeting’s technology “found” individuals on LinkedIn.
Fast-Track SWIFT is an expedited process designed for single-issue advertising cases before the National Advertising Division (NAD).
Applecart and Pinpoint Targeting offer competing marketing technology and services to those who wish to reach business and policy decision makers. At issue for NAD were whether claims in a LinkedIn advertising campaign, including “We Told You Pinpoint Targeting Could Find You. It Just Did. It Can Find Your Decisionmakers Too,” convey that Pinpoint Targeting’s proprietary technology was used to identify and reach specific individuals versus routine behavioral advertising reliant on LinkedIn’s features.
NAD determined that one reasonable takeaway from the advertisement is that Pinpoint Targeting’s proprietary technology played a primary role in placing the ad before the recipient. The ad directly addresses the recipient and presents its appearance as a demonstration of Pinpoint Targeting’s capabilities. NAD further noted that the shift in phrasing from “we” to “it” reinforces the message that a specific technology was responsible for locating the individual.
In the context of an ad presented as a demonstration of Pinpoint Targeting’s capabilities, NAD concluded that reasonable consumers may take away that Pinpoint Targeting’s technology was more involved in placing the ad than supported by the record.
Accordingly, NAD recommended that Pinpoint Targeting modify or discontinue the challenged advertising to avoid conveying a message that overstates the extent to which Pinpoint Targeting’s proprietary technology was used to target and find specific individuals on LinkedIn.
In its advertiser statement, Pinpoint Technology stated that although it disagrees with NAD’s decision, it “will comply with NAD’s recommendations.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for promotional purposes.
Fast-Track SWIFT is an expedited process designed for single-issue advertising cases before the National Advertising Division (NAD).
Applecart and Pinpoint Targeting offer competing marketing technology and services to those who wish to reach business and policy decision makers. At issue for NAD were whether claims in a LinkedIn advertising campaign, including “We Told You Pinpoint Targeting Could Find You. It Just Did. It Can Find Your Decisionmakers Too,” convey that Pinpoint Targeting’s proprietary technology was used to identify and reach specific individuals versus routine behavioral advertising reliant on LinkedIn’s features.
NAD determined that one reasonable takeaway from the advertisement is that Pinpoint Targeting’s proprietary technology played a primary role in placing the ad before the recipient. The ad directly addresses the recipient and presents its appearance as a demonstration of Pinpoint Targeting’s capabilities. NAD further noted that the shift in phrasing from “we” to “it” reinforces the message that a specific technology was responsible for locating the individual.
In the context of an ad presented as a demonstration of Pinpoint Targeting’s capabilities, NAD concluded that reasonable consumers may take away that Pinpoint Targeting’s technology was more involved in placing the ad than supported by the record.
Accordingly, NAD recommended that Pinpoint Targeting modify or discontinue the challenged advertising to avoid conveying a message that overstates the extent to which Pinpoint Targeting’s proprietary technology was used to target and find specific individuals on LinkedIn.
In its advertiser statement, Pinpoint Technology stated that although it disagrees with NAD’s decision, it “will comply with NAD’s recommendations.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for promotional purposes.