Dynamic Ads

Dynamic Ads are personalized ads in the right rail that pull each member's own profile photo and name into the creative, mainly as Spotlight Ads and Follower Ads.

You set a template, and LinkedIn inserts the viewer's photo and first name automatically, so each person sees an ad that appears addressed to them. Spotlight Ads drive clicks to a landing page or offer, while Follower Ads push members to follow your company page, both served in the desktop right-hand column.

A recruiting firm runs a Spotlight Ad that shows the viewer's own photo next to a headline about open roles at their seniority level, linking to the careers page.

Desktop right rail is the whole footprint. These do not run in the mobile feed, so a mostly mobile audience barely sees them, and the personalization can read as gimmicky when the photo insertion is the only idea in the creative.

Their name in the ad, only on desktop, only if the offer holds up.