Patent Document ID: 8626911
Application ID: 13619427

Base Claim:
1. A computer-implemented method for providing personalized advertisements to a user, the method comprising selecting a plurality of advertisements for display to a user of a computer system, the advertisements selected according to an estimated probability that the advertisements are of interest to the user, wherein selecting the advertisements comprises: monitoring user interactions with content while the user is engaged in use of a computer; analyzing the monitored interactions to estimate parameters of a user specific learning machine; identifying properties of candidate advertisements; applying identified properties of the candidate advertisements to the user specific learning machine to estimate a probability that one or more of the candidate advertisements are of interest to the user; providing, from a server to the computer, one or more of the candidate advertisements as the selected advertisements; and presenting, via a browser running on said computer, the one or more selected advertisements in conjunction with a first web page.

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Claim 4:
4. The method of claim 1 , wherein, for each subject one of the plurality of advertisements, estimating the probability that the subject advertisement is of interest to the user comprises estimating the probability that the subject advertisement is of interest to the user according to a relevance of the subject advertisement to the web page displayed to the user.