Abstract: A system for communication in context of content, the system comprising an interaction data receiver, implemented on a server computer and configured to receive data indicating occurrence of an interaction of a visitor with a content item presented on a computer remote from the server computer, and a communication method selector, in communication with the interaction data receiver, configured to select at least one owner among a group of owners pre-assigned to the content item and a communication method among a group of communication methods pre-defined for the selected owner, for dynamically connecting the visitor and the selected owner, using the received data and according to a pre-defined selection criterion.