Patent ID: 8196166

Claim:
A system comprising: a data store including at least a subset of media content, media content attribute data associated with the media content, the media content attribute data including a popularity score associated with a media content instance, user profile data associated with at least one consumer having access to the media content, advertising content distinct from the media content, and content matching data associated with the advertising content, the content matching data being provided by an advertiser and including targeted media popularity criteria associated with an advertising content instance, an access module communicatively coupled to an access device, said access module configured to receive a request sent by the access device, the request being for access to a media content instance included in the media content; and a matching module configured to match at least one advertising content instance to the requested media content instance based on the media content attribute data, user profile data, and content matching data; wherein said matching module is configured to determine a match value for matching the advertising content instance to the media content instance, the match value being determined for a combination of the user profile data, the media content attribute data, and the content matching data, the match value being based on an advertiser bid value; wherein the matching module matches the at least one advertising content instance to the requested media content instance by giving a greater weight to demographic data in the media content instance than to user-provided target audience data included in the user profile data; and further wherein said access module is further configured to provide the matched at least one advertising content instance to the access device for user presentation.