Patent ID: 8769566

Claim:
A method comprising: determining, by a content receiving device, a type of user of a content rendering device, wherein the determined type of user is indicative of at least one genre of content typically accessed by a user of the content rendering device; in response to determining the type of user of the content receiving device, generating, by the content receiving device, a first set of categories of content items based on the determined type of user, wherein the first set of categories of content items is generated especially for the user based on the determined type of user; adding, by the content receiving device, a category from the first set of categories of content items to a second set of categories of content items in response to the content rendering device rendering, for a period of time at least equal to a first predetermined threshold, a plurality of content items belonging to the category of the first set of categories; assigning, by the content receiving device, a category weight to each of a plurality of categories in the second set of categories to form a weighted second set of categories, wherein each said category weight is assigned based on a duration of time that the content rendering device is rendering content items in each corresponding category; comparing, by the content receiving device, the weighted second set of categories to a plurality of sets of categories to determine a closest matching set of categories of the plurality of sets of categories, wherein each of the plurality of sets of categories is associated with a different demographic profile; determining, by the content receiving device, a demographic profile corresponding to the weighted second set of categories, wherein the demographic profile corresponding to the weighted second set of categories is a demographic profile associated with the closest matching set of categories; receiving, at the content receiving device, a set of advertisements; storing, on the content receiving device, the set of advertisements; and selecting, by the content receiving device, a first advertisement from the set of advertisements based on the determined demographic profile corresponding to the weighted second set of categories.