Abstract: A system and method for generating and transmitting for display a web page according to user activity data. In one aspect, a server computer receives a request from a user operating a user computing device to serve a web page. The server computer retrieves stored user activity data of the user, the stored user activity data based on interests of the user derived from actions taken by the user on web pages previously viewed by the user. The server computer identifies, using the stored user activity data, web content likely of interest to the user. The server computer then dynamically generates, in response to the request, a user specific web page, the user specific web page comprising the identified web content.