Abstract: A system and method for targeting content to be shown to a user, such as advertisements. The members of taste network of a user can be identified according to a given similarity threshold. An advertisement or other content can be selected based upon a favorable response to the advertisement or other content by members of the user's similarity threshold taste network. The degree of the favorable response required for advertisement or other content selection can be given as a favorable response threshold. The selected advertisement or other content can be caused to be shown to a user.

Abstract: A system for generating a widget that can show the similarity between users. A web server can host a web page that is associated with an owner user. A similarity engine can determine the similarity of a visitor user from whom a request for the web page is received at the web server and the owner user. A widget generation module can create a widget that can include a graphical element that displays the similarity determined by the similarity engine between the visitor user and the owner user, as well as code that can be adapted to be executed by the visitor user computer. A widget transmission module can send the widget to the visitor user.

Abstract: A system and method for controlling the content presented to a viewing user based upon the viewing user's determined similarity with other users who have rated the content. An indication can be received from the viewing user that can change a similarity threshold that represents a maximum taste distance between the viewer user and the other users who have rated the content. If the similarity threshold is reduced, content that is displayed to the user and that is rated by other users who are outside of the reduced similarity threshold can be removed from the display in response to the indication received from the viewing user. If the similarity threshold is increased, content that is not already displayed to the user but that is within the increased similarity threshold can be added to the display in response to the received indication.