Abstract: A method and system for profiling a user based upon a user's previous on-line actions is provided. The profile provides a characterization of the user's preferences based upon a received user event. The user event identifying event identification information and a user identifier. A look-up in a cached web map is performed to retrieve classification information associated with the event identification information. A user profile is retrieved or created for the user identifier. Profile update information is generated based upon the retrieved classification information for the user event, to identify how the user is to be updated based upon the retrieved classification information and defined profiling rules. The user profile is updated and stored for access by an external advertising server. The classification information provides a text-score record comprising a text string and a score defined in relation to a lexical ontology comprising a hierarchy of categories.

Abstract: There is provided a system and method for generating display advertisements from search based keyword advertisements. The system includes a keyword generation unit for generating one or more advertising keywords from a received category profile defining a classification hierarchy, for use in selecting one or more candidate advertisement messages from a plurality of advertisement messages, an advertisement selection unit for receiving one or more candidate advertisement messages comprising a text message selected from the plurality of advertisement messages and selecting one advertisement message from the one or more received candidate advertisement messages based upon one or more characteristics associated with the received one or more candidate advertisement messages and a creative advertisement assembly unit for generating an advertisement image based on the text advertisement of the selected one advertisement message for display in network based content.

Abstract: A method and system for profiling a user based upon a user's previous on-line actions is provided. The profile provides a characterization of the user's preferences based upon a received user event. The user event identifying event identification information and a user identifier. A look-up in a cached web map is performed to retrieve classification information associated with the event identification information. A user profile is retrieved or created for the user identifier. Profile update information is generated based upon the retrieved classification information for the user event, to identify how the user is to be updated based upon the retrieved classification information and defined profiling rules. The user profile is updated and stored for access by an external advertising server. The classification information provides a text-score record comprising a text string and a score defined in relation to a lexical ontology comprising a hierarchy of categories.