Category	Parameter	Option / Examples	Source and Type of Data
Location	Location (required)	Recent or permanent location regarding continent, country cluster, country, state, region, market, county, city Note: Some countries are prohibited.	Permanent location from member profile (self-reported). Recent location from IP at ad-serving time (inferred)
Language	Profile language	One of 35 profile languages	Member-selected interface language (self-reported)
Company attributes	Company category	Segments like “Fast-growing startups”, “Fortune 500 companies”, etc.	LinkedIn’s proprietary company categorization (inferred/company-based)
	Company connections	First-degree connections of employees at specified companies Note: only for companies with >500 employees possible	Graph of member connections (inferred)
	Company followers	Follower of own LinkedIn page Note: requires Ads account to be associated with LinkedIn Page	Platform follower logs (company-based/platform data)
	Company growth rate	Targets by year-over-year growth rate	Modeled by company data and inferred signals (inferred/company-based)
	Company industry	Primary industry (e.g., higher education, IT services, health care, etc.) Note: companies may belong to multiple industries	Based on company page data (company-based) and LinkedIn’s deep-learning model using information from company and member profiles (inferred/company-based)
	Company name	Employer listed on profile; mapping to LinkedIn pages, incl. auto-generated pages	If chosen via typeahead: direct page mapping (self-reported/company-based);  If free-text: deep-learning model maps member to page using member/page attributes; If no company entered: IP-to-company deep-learning model may derive current company (inferred)
	Company revenue	Estimated annual revenue	Company/third-party business data modeled by LinkedIn (inferred/company-based)
	Company size	1–10, 11–50, 51–200, 201–500, 501–1,000, 1,001–5,000, 5,000+ employees	Taken from the company’s LinkedIn page; if missing derived from number of member accounts associated with page (company-based/inferred)
Demographic Attributes	Age	18–24, 25–34, 35–54, 55+	Estimated from profile information (inferred)
	Gender	Male, Female, Unknown	Inferred from first name and pronoun use (inferred)
Education Attributes	Degrees	Recognized degrees (Bachelor’s, Master’s, PhD, etc.)	Entered by member in profile (self-reported)
	Fields of Study	Standardized majors/fields (e.g., Sociology, Engineering, Business, etc.)	Entered by member in profile (self-reported)
	Member Schools / University	Specific institution names	Entered by member in profile (self-reported)
Job experience attributes	Job title	Titles from profile (e.g., Research Associate, Market Manager, Professor, etc.)	Entered by member in profile; If typeahead: standardized title; If free-text: rules and inference models + MLP AI model classify into titles (self-reported/inferred standardization)
	Job function	Standardized functions (e.g., Research, Marketing, IT, etc.)	Mapping from job titles to functions via standardized taxonomy (self-reported data)
	Job seniority	Entry, Associate, Manager, Director, VP, CXO	Estimated from job title hierarchy and employment history (inferred from self-reported data)
	Member skills	Skills in profile/endorsements or extracted from profile text, job description, employer, industry, education	Added by member and optionally endorsed by others (self-reported/peer-validated)
	Years of experience	0–2, 3–5, 6–10, 11–15, 16+ years	Calculated 1-to-1 from position dates on profiles (derived from self-reported)
Interests & Traits	Member Groups	Group membership (e.g., “Survey Research Network”) Note: Cannot be used exclusionary; not available for EEA/CH.	Explicit group membership (inferred from activity data)
	Member Interests	Interest categories (e.g., Artificial Intelligence, Diversity, Organizational Behavior)	Inferred from engagement behavior (i.e., posts viewed, liked, or shared) (inferred)
	Member Traits	Traits from actions, profile, device preferences, coarse location (e.g., “Frequent traveler,” “Open to education,” “Device preference”, etc.)	Derived from behavioral and device-usage data (inferred)