Abstract: A method and apparatus for altering a page presenting search results is provided. The query dispatcher receives one or more query terms. Based on the query terms, the search engine generates a set of search results and advertisements. A parallel search dispatched by entertainment rating and selection engine generates a set of content items based on the one or more query terms and an additional one or more constraint terms. The entertainment item rating and selection engine selects a content item from the set of content items. The selection may be random, based on past user responses, or responses of users belonging to particular clusters. The entertainment item injector then replaces one of the search results or advertisements with the content item. The content item is presented to the user on a search results page. The content item contains a feedback mechanism to collect user responses.

Abstract: A method and apparatus for altering a page presenting search results is provided. The query dispatcher receives one or more query terms. Based on the query terms, the search engine generates a set of search results and advertisements. A parallel search dispatched by entertainment rating and selection engine generates a set of content items based on the one or more query terms and an additional one or more constraint terms. The entertainment item rating and selection engine selects a content item from the set of content items. The selection may be random, based on past user responses, or responses of users belonging to particular clusters. The entertainment item injector then replaces one of the search results or advertisements with the content item. The content item is presented to the user on a search results page. The content item contains a feedback mechanism to collect user responses.