Patent ID: 8046259

Claim:
A method implemented in a computer system for displaying an advertisement in a chat session, the chat session being associated with a node of a browse hierarchy, the method comprising: receiving chat comments from a plurality of chat members of the chat session; and after each chat comment is received from one of the plurality of chat members during the chat session, identifying, using a component of the computer system, whether the chat comment is related to one or more of a plurality of previously-submitted search queries; if the chat comment is related to one or more of the plurality of previously-submitted search queries, identifying, using a component of the computer system, from among the plurality of previously-submitted search queries a related search query that is most closely related to the chat comment; identifying at least one product associated with the related search query; determining whether the at least one product is related to the node of the browse hierarchy that is associated with the chat session; if the at least one product is related to the node of the browse hierarchy, retrieving an advertisement for the at least one product using a component of the computer system; and providing the retrieved advertisement for display to the chat members, the advertisement being sent using a component of the computer system.