Patent ID: 8776112

Claim:
A system comprising: a data store, including at least a subset of media content, media content attribute data associated with the media content, where the media content attribute data selectively includes: content-provider-target-demographic data that specifies target demographic information for the associated instance of media content, and media-consumption-demographic data that is determined from media-consumption-events related to the associated instance of media content, user profile data associated with at least one consumer having access to the media content, advertising content, and content matching data associated with the advertising content, where at least a subset of the content matching data specifies a desired demographic; an access module communicatively coupled to an access device, said access module configured to receive a request sent by the access device, the request being for access to a media content instance included in the media content; a matching module configured to match at least one advertising content instance included in the advertising content to the media content instance based on the media content attribute data, user profile data, and content matching data; and wherein the matching module matches the at least one advertising content instance to the requested media content instance by matching the desired demographic of the content matching data to the content-provider-target-demographic data and the media-consumption-demographic data of the media content attribute data, giving a greater weight to the media-consumption-demographic data than to the provider-target-demographic data; and wherein said access module is further configured to provide the matched at least one advertising content instance to the access device for user presentation.