Abstract: A computer-implemented method for matching a display advertisement to a user within a large-scale, non-destructive user modeling and experimentation environment using real-time traffic. The method commences by populating a user profile object (containing demographics, history, and behaviors of the user) for use during concurrent operation of a production platform and an experimentation platform. To implement non-destructive testing, the method continues by cloning a portion of the real-time traffic for use by the experimentation platform while concurrently delivering the real-time traffic to the production platform. The production platform and the experimentation platform operate concurrently, scoring matches between the user profile objects and a plurality of display advertisements for selecting among the best-scored advertisements.

Abstract: A system for dynamically adaptively personalizing at least one navigation control for a web site. Based on collected behaviors for a user, at least one navigation control is dynamically updated to link to a portion of the web site that may be of most interest to the user. Personalized navigation controls for accessing portions of the web site can be dynamically arranged on the web page displayed to the user. Additionally, the personalized navigation may be employed to drives screens of a mobile or living room device.