Modifying a user profile

An apparatus for modifying a user profile, the apparatus comprising a computer processor, a computer memory operatively coupled to the computer processor, the computer memory having disposed within it computer program instructions that, when executed by the computer processor, cause the apparatus to carry out the steps of:

• receiving, by a content presentation module, a request for one or more elements in a user profile, wherein each element in the user profile includes information identifying attributes associated with a user;
• presenting, by the content presentation module, content provided by a content provider;
• receiving, by the content presentation module, a user request to alter the presentation of the content;
• receiving, by the content presentation module, updated values for the requested one or more elements in the user profile;
• and
• updating, by the content presentation module, the user profile in dependence upon the updated values for the requested one or more elements in the user profile.

A computer program product for modifying a user profile, the computer program product disposed upon a computer readable medium, the computer program product comprising computer program instructions that, when executed, cause a computer to carry out the steps of:

• receiving, by a content presentation module, a request for one or more elements in a user profile, wherein each element in the user profile includes information identifying attributes associated with a user;
• presenting, by the content presentation module, content provided by a content provider;
• receiving, by the content presentation module, a user request to alter the presentation of the content;
• receiving, by the content presentation module, updated values for the requested one or more elements in the user profile;
• and
• updating, by the content presentation module, the user profile in dependence upon the updated values for the requested one or more elements in the user profile.