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 5:
5. The method of claim 1 , wherein identifying properties of the subject advertisement comprises identifying properties selected from the group consisting of: a topic associated with the subject advertisement, at least one product feature extracted from the subject advertisement, an author of the subject advertisement, and an age of the subject advertisement.