Patent ID: 8121991

Claim:
A method comprising: receiving identification of known transient content within a first web page, the first web page being associated with a website; identifying a path associated with the known transient content with respect to the first web page; receiving other web pages associated with the website; determining whether the path exists in any of the other web pages associated with the web site; if it is determined that the path exists in any of the other web pages associated with the website, identifying the content associated with the path in the other web pages as probable transient content; for each of the web pages including the path, identifying a transient frequency with which content identified by the path changes over multiple versions of each of the web pages that include path; comparing the transient frequency with a threshold frequency; if the transient frequency exceeds the threshold frequency, identifying the path as a transient path; identifying transient content from the probable transient content based upon the transient path; and identifying targeted advertisements for web pages associated with the website, wherein content identified as transient content is excluded from consideration in identifying the targeted advertisements.