Patent ID: 7912752

Claim:
A computer system for delivering targeted ads to a user operating a station for viewing web pages, the computer system being connected to a distributed computer network and comprising: an ad server which maintains a plurality of ads; a data store that stores a set of rules associated with the plurality of ads, the rules indicating a level of relevancy of one or more of the plurality of ads to one or more predetermined objects and to one or more predetermined attributes which correspond to the one or more predetermined objects; and a match maker configured to parse the content of a web page to identify one or more objects and one or more attributes in the content of the web page, to cross-reference the identified objects and the identified attributes with the rules in the data store to determine whether at least one of the identified objects and one or more of the identified attributes comprise one of the predetermined objects and corresponding predetermined attributes for which one or more of the plurality of ads are relevant, and to select one or more ads from the one or more relevant ads as targeted ads for delivery over the distributed computer network to the station for display with the web page.