Abstract: A method of managing content includes analyzing a plurality of referring uniform resource locators (URLs); extracting, from each of the referring URLs, website data and a parameter having a parameter value; generating website parameter pairs based on the website data and the parameters of the referring URLs; determining a diversity metric, for each website parameter pair, based on variety of parameter values of the website parameter pair; selecting a website parameter pair having a diversity metric exceeding a determined threshold; and generating a template for parsing a referring URL of the selected website parameter pair.

Abstract: A computer-implemented method includes receiving a computer-implemented model adapted to process past online behavior of a user identifier of a networked computing device and determine an online activity type associated with the user identifier based on the past online behavior of the user identifier. The method also includes receiving data representing past online behavior of the user identifier of the networked computing device. The method also includes processing the model and the data representing past online behavior of the user identifier of the network computing device to determine an online activity type associated with the user identifier. The method also includes and providing information about the online activity type to a content selection server to facilitate selection of content to be presented to the user identifier.