Abstract: Systems and methods for providing effective and targeted advertisements to consumers through the generations and use of personas and family identities. A persona relates to a user and a contextual environment associated with the user. The personas allow advertisers to provide advertisements related to the contextual environment of a persona. A family identity relates to a set of users associated with at least one device. The family identities allow advertisers to provide advertisements applicable to a set of users.

Abstract: Systems, methods, and computer media for personalizing a web page and for personalizing user search query results are provided. A request to view a web page, such as a user search query that produces a search result web page, is received from a computing device. A computing device identifier is detected. Device-specific data corresponding to the detected computing device identifier is accessed. Upon detecting at least one user identifier having an authentication state, user-specific data corresponding to the detected user identifier and authentication state is accessed. The web page is personalized based on at least one of the accessed device-specific data and the accessed user-specific data.