Patent ID: 7603352

Claim:
A computer implemented method of selecting an advertisement to deliver to a user in a system storing a plurality of user contributed objects, the method performed by a computer processor device, and comprising: providing an application programming interface for receiving user defined object types, the user defined object types for defining attributes of user contributed objects; receiving via the application programming interface a plurality of user defined object types; storing the plurality of user defined object types; storing a plurality of user contributed objects, each object having an object type, wherein at least one of the user contributed objects has one of the user defined object types and has a user specified tag; receiving from a user a request for the at least one of the user contributed objects; and selecting an advertisement to provide to the user based at least in part on the user defined object type of the requested at least one of the user contributed objects, a value of the user specified tag assigned to the requested at least one of the user contributed objects, and a strength of the user specified tag of the requested at least one of the user contributed objects, the strength being specified by a user.