System and Method for Targeted Ad Delivery

A system comprising:

• one or more servers configured to:
• locate a user profile of a user requesting a webpage, wherein the user profile includes a user interest score and a user content category identifier;
• increase the user interest score by an amount responsive to a content category of the web page matching the user content category identifier;
• select an advertisement based on the user interest score;
• provide the webpage and the advertisement;
• and
• utilize one of a plurality of decay rates to decay the user interest score over time;
• wherein:
• responsive to the user interest score surpassing a threshold, the user interest score is reduced by a first decay rate;
• and
• responsive to the user interest score decreasing below another threshold, the user interest score is reduced according to a second decay rate which reduces the user interest score at a greater rate than the first decay rate.

A method comprising:

• locating a user profile of a user requesting a webpage from a web server, wherein the user profile includes a user interest score and a user content category identifier;
• increasing the user interest score by an amount responsive to a content category of the web page matching the user content category identifier;
• selecting an advertisement based on the user interest score;
• providing the webpage and the advertisement;
• and
• utilizing one of a plurality of decay rates to decay the user interest score over time;
• wherein:
• responsive to the user interest score surpassing a threshold, the user interest score is reduced by a long term decay rate;
• and
• responsive to the user interest score decreasing below another threshold, the user interest score is reduced according to a short term decay rate which reduces the user interest score at a greater rate than the long term decay rate.