Abstract: The inventive system uses a trust network rating system to target advertisements thereby increasing the effectiveness as well as the palatability of the advertisement. A user of an online system sets up a trust network by indicating criteria whereby the user trusts other users. Ratings made by the other users of goods or services are evaluated according to the particular trust network the user has set up. The user receives advertisements only from those vendors who have met thresholds based on the evaluated ratings. This ensures that the user receives only pertinent and interesting advertisements so that the user is more likely to respond positively to the advertisements.

Abstract: An improved rating system allows users to give anonymous ratings of any item such as devices, compositions and services including personal services (i.e., individuals). The system is based on degrees of behavioral similarity between raters. The highest degree of behavioral similarity is established between raters who have rated the same item identically or similarly. The system allows a user to view ratings or anonymous raters who have a high degree of behavioral similarity to the user. The system allows users to control the various ‘degrees’ or levels of behavioral linkage to gather meaningful data in a way that greatly extends the potential usefulness and applicability of the rating filtering system while preserving the anonymity of raters and their individual ratings.