What system does LinkedIn use to determine which ads are shown to users?

LinkedIn utilizes an auction system to determine which ads are shown to users, and this process is enhanced by incorporating a relevance score. In this model, advertisers place bids for their ads, indicating how much they are willing to pay for a specific action, such as clicks or impressions. However, simply having the highest bid does not guarantee that an ad will be displayed; the relevance score plays a crucial role as well. This score assesses how well the ad aligns with the user's interests, engagement history, and the overall target audience criteria.

The combination of the auction system and relevance score ensures that users are served ads that are not only commercially viable for advertisers but also relevant and engaging for the audience. This dual approach maximizes the effectiveness of ads on the platform, thereby promoting better user experience and advertiser satisfaction. The system aims to optimize both user engagement and advertising success, creating a balanced ecosystem where both parties can benefit.

In contrast, the other options lack the nuanced approach LinkedIn employs. A fixed selection process would not allow for the dynamic nature of audience interests and bidding strategies. A random selection model would disregard the value of targeting and relevance, leading to inefficient ad placements. Lastly, while user preferences based on past behavior could inform some aspects of ad targeting,