Content generation and targeting

A system comprising:

• one or more processors;
• and
• a non-transitory computer readable storage medium comprising instructions that when executed by the one or processors cause the one or more processors to perform operations comprising:
• in an on-line social network system that maintains member profiles representing members of the on-line social network system, generating a notification of a notification type, the notification being with respect to a content item associated with a trigger profile from the member profiles;
• generating a relevance score for the notification with respect to a candidate profile from the member profiles, using connection strength between the candidate profile and the trigger profile;
• and
• in response to determining that the relevance score indicates that the notification is to be presented to a member represented by the candidate profile, generating a user interface (UI) that includes the notification;
• and
• causing the UI to be displayed on a display device.

A machine-readable non-transitory storage medium having instruction data executable by a machine to cause the machine to perform operations comprising:

• in an on-line social network system that maintains member profiles representing members of the on-line social network system, generating a notification of a notification type, the notification being with respect to a content item associated with a trigger profile from the member profiles;
• generating a relevance score for the notification with respect to a candidate profile from the member profiles, using connection strength between the candidate profile and the trigger profile;
• and
• in response to determining that the relevance score indicates that the notification is to be presented to a member represented by the candidate profile, generating a user interface (UI) that includes the notification;
• and causing the UI to be dispayed on a display device.