Abstract: A method is provided. The method includes receiving a request for one or more ads, the request including a first identifier for a first content source, wherein a first set of content is available from the first content source, responsive to the request, determining whether a second set of content is available from a second content source, wherein the second set of content is a structured content version of the first set of content, converting the first identifier for the first content source to a second identifier for the second content source if the second set of content is available from the second content source, receiving the second set of content from the second content source using the second identifier, and selecting the one or more ads using at least some content from the second set of content from the second content source.

Abstract: Open profile data in a user profile, e.g., free-form fields in a user profile, are processed to identify interests and preferences of the user. The interests and preferences are utilized to identify categories associated with the user profile, and content items, e.g., advertisements, can be identified based on the categories.

Abstract: A custodian profile, e.g., a user profile, associated with a first content item, e.g., an associated web page in a social network, can be identified as a first content item. The first content item can be utilized to identify one or more second content items, e.g., advertisements, that are displayed when the first content item is presented, e.g., viewed by another user of the social network.

Abstract: Open profile data in a user profile, e.g., free-form fields in a user profile, are processed to identify interests and preferences of the user. The interests and preferences are utilized to identify categories associated with the user profile, and content items, e.g., advertisements, can be identified based on the categories.

Abstract: Open profile data in a user profile, e.g., free-form fields in a user profile, are processed to identify interests and preferences of the user. The interests and preferences are utilized to identify categories associated with the user profile, and content items, e.g., advertisements, can be identified based on the categories.

Abstract: A custodian profile, e.g., a user profile, associated with a first content item, e.g., an associated web page in a social network, can be identified as a first content item. The first content item can be utilized to identify one or more second content items, e.g., advertisements, that are displayed when the first content item is presented, e.g., viewed by another user of the social network.

Abstract: Open profile data in a user profile, e.g., free-form fields in a user profile, are processed to identify interests and preferences of the user. The interests and preferences are utilized to identify categories associated with the user profile, and content items, e.g., advertisements, can be identified based on the categories.

Abstract: An entity relationship defining an entity, e.g., a friendship relation in a social network, user groups, etc., can be identified and entity content based on the entity relationship, e.g., user profile data of user accounts, group memberships, etc., can be processed to identify entity topics. One or more content items, e.g., advertisements, can be identified based on the entity topics.