An advertising system that increases response rates to advertisements on a social network based on the personal interest score of users and the commercial score of clicked links is described. The system is based on the choices made by the user in selecting and clicking on the links that are displayed in his or her timeline on their social presence. The system also generates additional ‘real estate’ where highly pertinent advertisements may be displayed to the user while also presenting a safer user experience by pre-scanning the clicked reference links for malicious code.