1. A computer-implemented method comprising: receiving, by a computer, a request for social endorsement information associated with an advertisement to display to a viewing user, wherein the viewing user is a user of a social networking system, and wherein the advertisement is associated with one or more objects within the social networking system; identifying, by the computer, an amount of available social endorsement display space corresponding to the received request; identifying, by the computer, a plurality of candidate social endorsements associated with the advertisement, each candidate social endorsement associated with an amount of display space, an affinity associated with the viewing user, and an object associated with the advertisement; generating a plurality of sets of candidate social endorsements, each set of candidate social endorsements comprising one or more candidate social endorsements such that the sum of the amount of display space associated with each candidate social endorsement within the set of candidate social endorsements is less than or equal to the identified amount of available social endorsement display space; determining, for each set of candidate social endorsements, a ranking score based on the affinities associated with each candidate social endorsement in the set of candidate social endorsements; selecting a set of candidate social endorsements based on the determined ranking scores; and providing the selected set of candidate social endorsements for display within the available social endorsement display space.
1. A computer-implemented method comprising: receiving, by a computer, a request for social endorsement information associated with an advertisement to display to a viewing user, wherein the viewing user is a user of a social networking system, and wherein the advertisement is associated with one or more objects within the social networking system; identifying, by the computer, an amount of available social endorsement display space corresponding to the received request; identifying, by the computer, a plurality of candidate social endorsements associated with the advertisement, each candidate social endorsement associated with an amount of display space, an affinity associated with the viewing user, and an object associated with the advertisement; generating a plurality of sets of candidate social endorsements, each set of candidate social endorsements comprising one or more candidate social endorsements such that the sum of the amount of display space associated with each candidate social endorsement within the set of candidate social endorsements is less than or equal to the identified amount of available social endorsement display space; determining, for each set of candidate social endorsements, a ranking score based on the affinities associated with each candidate social endorsement in the set of candidate social endorsements; selecting a set of candidate social endorsements based on the determined ranking scores; and providing the selected set of candidate social endorsements for display within the available social endorsement display space. 11. The computer-implemented method of claim 1 , wherein each candidate social endorsement comprises an image associated with a user of the social networking system, the user associated with an object associated with the advertisement.