Abstract: Machine readable instructions for providing targeted advertisements for a piece of digital content receive a set of user metadata for a group of users. The machine readable instructions select at least one user from the group of users. In addition, the machine readable instructions select a term from a category of terms related to the piece of digital content. Moreover, the machine readable instructions determine a first value corresponding to the at least one user. Also, the machine readable instructions determine a second for the group of users. In addition, the machine readable instructions determine a user score based at least in part on the first value and the second value. When the user score is within a particular range, the machine readable instructions provide an advertisement for the piece of digital content to an electronic device associated with the at least one user.