LinkedIn 2014 Annual Report Download - page 16

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Please find page 16 of the 2014 LinkedIn annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

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•Search. Our proprietary search technology combines structured and free-form content to allow
users to search across numerous parameters. Our search is powered by our rich dataset based
on facets and keywords and is fundamentally personalized as all search requests use a
member’s network to affect relevance and ranking. Our search is real time, distributed and
multilingual and serves the needs of both members and enterprises and professional
organizations.
•Customized Content, Matching, Targeting and Recommendations. We have developed a
proprietary intelligence and recommendation engine for extracting professional insights by
utilizing our rich dataset. This engine enables us to provide our users with customized content
and recommendations. For example, based on a member’s profile, their second and third degree
connections, their viewing and clicking history, and a host of other criteria, our algorithms can
provide intelligence and recommendations around Talent Match, People You May Know, Groups
You May Like, Jobs You May Be Interested In, Sponsored Content or Companies You May Be
Interested In. Our targeting and recommendation technologies continue beyond just a member’s
profile by providing intelligence around similar profile views and similar job views.
•Ad Targeting Platform. We use a combination of traditional and proprietary ad targeting and
delivery technologies. The combination is optimized to work with our respective partners to
provide the optimal user experience. Our proprietary systems leverage our feature extraction,
information retrieval, and matching systems to provide the most relevant ads.
•Document Conversion Technologies. We use a combination of open source and proprietary
technologies to convert documents in various formats (e.g., pdf, doc, ppt) into HTML5, a
mark-up language for structuring and presenting content on the Internet, so that the document
can be displayed on LinkedIn.com and Slideshare.net, and embedded throughout the Internet.
•Service Infrastructure. We have invested and are continuing to invest in updating our online
applications to our new service infrastructure, which we believe will improve developer
productivity, agility and operability, and accelerate our mobile strategy.
Operations
We have developed our website and related infrastructure with the goal of maximizing the
availability of our platform to our members, enterprises and professional organizations. Our website and
related infrastructure are hosted on a network located in multiple third-party facilities, and we lease
data center facilities in various locations.
Intellectual Property
We protect our intellectual property rights by relying on federal, state, and common law rights in
the United States and equivalent rights in other jurisdictions, as well as contractual restrictions. We
control access to our proprietary technology, in part, by entering into confidentiality and invention
assignment agreements with our employees and contractors, and confidentiality agreements with third
parties.
In addition to these contractual arrangements, we also rely on a combination of trade secrets,
copyrights, trademarks, trade dress, domain names and patents to protect our intellectual property. We
pursue the registration of our domain names, trademarks, and service marks in the United States and
in certain locations outside the United States. Our trademarks and registered trademarks in the United
States and other countries include ‘‘LinkedIn’’ and the ‘‘in’’ design mark, as well as others. We hold a
growing portfolio of issued patents in the United States and internationally, and regularly file patent
applications to protect intellectual property that we believe is important to our business. We believe the
duration of our patents is adequate relative to the expected lives of our products.
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