Patent ID: 7051351

Claim:
In an information retrieval system including a server computer and a client system having a display device, wherein the client system has access to television programming viewed by a user of the information retrieval system, a method for inserting an advertisement into a document displayed on the display device, the method comprising the acts of: compiling a profile of the user of the information retrieval system at the client system, the profile including information corresponding to television programming viewed by the user, and wherein the user profile is updated every time the client views a television program; requesting, by the client system, an information document from the server computer; the client system selecting an advertisement from an advertisement repository for insertion into the information document based on the user profile, wherein the profile includes information related to only a most recently viewed television program, such that television programming viewed less recently than the most recently viewed television programming is not included in the profile for use in selecting the advertisement; inserting data representing the selected advertisement into the information document; and displaying the information document, including the selected advertisement, on the display device.