In a modern world, where personalized experiences is the name of the game, LinkedIn is building a new business strategy. The professional network is leveraging its vast data on their users to hand-pick, and deliver, the news pieces most relevant to each person.

If you’ve been checking your inbox, you may have found content especially-tailored to you, by LinkedIn. It could look something like this:

 

 

In 2013, Akshay Kothari’s news app, Pulse, was purchased by LinkedIn to improve the site’s news section. Today, Kothari is working with LinkedIn to take articles to the next level.

“We’ve realized that context is really important,” says Kothari. “People don’t really trust why you make decisions for them. We want to give you the best content, context for each content, and more control.”