Patent ID: 8677264

Claim:
An information processing apparatus comprising: an information obtaining unit that obtains information related to display of content when the content displayed in an active display area of a terminal apparatus scrolls according to a scroll operation by a user and content identification information for identifying the content from the terminal apparatus; a storage unit that stores the obtained information related to display of the content and the content identification information in association with each other; and a determination unit that extracts the information related to display of the content and the content identification information from the storage unit and determines whether or not a user of the terminal apparatus is interested in the content identified by the extracted content identification information on the basis of the extracted information related to display of the content, wherein the information obtaining unit obtains amount of change information that indicates an amount of change in the content when the content scrolls according to a scroll operation by a user and length information that indicates a length of the active display area in a direction of the scroll as the information related to display of the content, wherein the storage unit stores the obtained amount of change information, the length information, and the content identification information in association with each other, and wherein the determination unit extracts the amount of change information, the length information, and the content identification information from the storage unit and determines whether or not an amount of change indicated by the extracted amount of change information is smaller than or equal to a length indicated by the extracted length information, and if the determination unit determines that the amount of change is smaller than or equal to the length, the determination unit determines that the user of the terminal apparatus is interested in the content identified by the extracted content identification information.