Patent ID: 8005716

Claim:
One or more computer-readable storage devices comprising program code operable to cause one or more machines to perform operations, the operations comprising: identifying an article stored in a computer readable memory at a first server on a data communication network; determining a path by which a user navigated to the article and displayed the article including an advertisement advertising a product or a service on an output device of a client that is on the data communication network, wherein the path includes at least one of an item presented to the user over the output device of the client, a second article presented to the user over the output device of the client, and text received from the user over an input device of the client; after determining the path by which the user navigated to and displayed the article, determining a term that is associated with the path by which the user navigated to the article; and after determining that the term is associated with the path, establishing a keyword based on the term, the thus established keyword designating the product or the service advertised by the advertisement based at least in part on the determination that the term is associated with the path.