Patent ID: 8060520

Claim:
A method of targeting based on user information, the method comprising: identifying content keywords associated with content information requested by a user over a network; retrieving user profile keywords for said user; retrieving at least one advertisement targeting said content keywords and a bid price corresponding to said advertisement; determining if said bid price, exceeds a revenue threshold; wherein if said bid price does not exceed the revenue threshold, generating modified keywords from said content keywords and said user profile keywords, wherein the modified keywords comprise the content keywords and the profile keywords; retrieving advertising information corresponding to said modified keywords; retrieving user profile information associated with said user, said user profile information comprising at least one matrix that comprises, for said modified keywords and said advertising information, click-through-rates (â€œCTRâ€) associated with said user and a bid price for said advertising information; filtering said advertising information to select advertisements based on said bid price for said advertising information and said corresponding CTR identified in said matrix for said modified keywords; and providing said advertising information selected to be displayed for said user in connection with said content information.