Abstract: A method, system, and device targets contents according to the preferences of a particular user. A content is associated with one or more content category alternatives, and is different from other contents. Pairwise comparisons for a particular user for a set of content category alternatives are input into a computer, wherein a pairwise comparison includes a judgment between preferences as a relative importance between two content category alternatives. A weighted prioritization of the content category alternatives of the pairwise comparisons for the particular user is prepared in the computer, according to an analytic hierarchy process. The weighted prioritization of the content category alternatives for the particular user is applied, in the computer, to the contents. A weight is associated with the content according to the weighted prioritizations of the content category alternative corresponding to the content categorization of the contents. The contents are provided according to the weight.