Determination of user intention-based representations of internet resource identification items and selection of content items

A computing device comprising:

• a processor;
• and
• memory comprising processor-executable instructions that when executed by the processor cause performance of operations, the operations comprising:
• identifying a first internet resource identification item associated with one or more first internet resources;
• analyzing user activity information associated with a plurality of events to determine a plurality of sets of text associated with the first internet resource identification item, wherein each set of text of the plurality of sets of text is associated with an event, of the plurality of events, associated with an internet resource of the one or more first internet resources;
• determining a plurality of term representations based upon the plurality of sets of text, wherein the plurality of term representations comprises:
• one or more first term representations of one or more first terms of a first set of text of the plurality of sets of text;
• and
• one or more second term representations of one or more second terms of a second set of text of the plurality of sets of text;
• generating, based upon the plurality of term representations, a first user intention-based representation associated with the first internet resource identification item;
• and
• selecting a first content item for presentation via a first client device based upon the first user intention-based representation.

A non-transitory machine readable medium having stored thereon processor-executable instructions that when executed cause performance of operations, the operations comprising:

• identifying a first internet resource identification item associated with one or more first internet resources;
• analyzing user activity information associated with a plurality of events to determine a plurality of sets of text associated with the first internet resource identification item, wherein each set of text of the plurality of sets of text is associated with an event, of the plurality of events, associated with an internet resource of the one or more first internet resources;
• determining a plurality of term representations based upon the plurality of sets of text, wherein the plurality of term representations comprises:
• one or more first term representations of one or more first terms of a first set of text of the plurality of sets of text;
• and
• one or more second term representations of one or more second terms of a second set of text of the plurality of sets of text;
• generating, based upon the plurality of term representations, a first user intention-based representation associated with the first internet resource identification item;
• and
• selecting a first content item for presentation via a first client device based upon the first user intention-based representation.