Abstract: Architecture that performs the automatic modeling of user preferences for entities (a personal entity preference model) based on user's actions such as search history and temporal search behavior to determine content on the web relevant and of interest to a given user at any given time. Explicit and implicit user responses (e.g., notification clicks, ignore, dismiss, unsubscribe, notification dwell) are used to update the model of user entity preferences. The user entity preference model is used to order notifications based on predicted relevance. Additionally, the user personal entity preference model and implicit responses of user are used to decide timing and frequency of notifications.