Patent ID: 7921156

Claim:
A method for inserting content into a takeoff page hosted on a takeoff site, the method comprising: determining, by a matching engine of a processor-based server, for each of a plurality of creatives that include links to landing sites, on the basis of similarities between content on the takeoff page of the takeoff site, content on respective landing pages of respective ones of the landing sites, and content of each respective one of the creatives, a pool of candidate creatives for insertion in conjunction with a message on the takeoff page; selecting, by a decision engine of the processor-based server, from the candidate creatives, a set of one or more of the candidate creatives to be displayed in conjunction with the message at the takeoff page; and transmitting, to the takeoff site, a set of one or more payloads which include the one or more creatives selected for display in conjunction with the message on the takeoff page, wherein the takeoff site comprises a social media site at which users are engaged in a network-enabled social conversation with one another and selection of the set of creatives includes incorporating information concerning features of a conversation at the takeoff page.