System, method, and computer program product for realtime profiling of web site visitors

A system of customizing content delivered to users of an interactive content delivery system, comprising:

• means for accessing a stored user profile for an active user;
• means for presenting content to said active user;
• means for identifying user characteristics based on said active user's interaction with said presented content and storing data corresponding to said identified active user's characteristics in a user session profile;
• means for updating said active user's user profile with data stored in said user session profile;
• and
• means for presenting subsequent content to said user based on said updated user profile.

A computer program product of customizing content delivered to users of an interactive content delivery system, the computer program product comprising a computer-readable storage medium having computer-readable program code embodied in the medium, the computer-readable code comprising:

• computer-readable program code that accesses a stored user profile for an active user;
• computer-readable program code that presents content to said active user;
• computer-readable program code that identifies user characteristics based on said active user's interaction with said presented content and stores data corresponding to said identified active user's characteristics in a user session profile;
• computer-readable program code that updates said active user's user profile with data stored in said user session profile;
• and
• computer-readable program code that presents subsequent content to said user based on said updated user profile.