Processing data obtained from a presence-based system

A method for collecting and processing data, comprising:

• collecting data from a presence-based system that enables a plurality of users to exchange one or more instant text messages in an instant message session via session interfaces on corresponding computing devices, the collected data at least including textual data of each instant message and a personal message adopted by a sending user for display as part of an identity of the sending user in a corresponding session interface;
• receiving a designation of one or more specific users from a group of users that are able to view the personal message as part of the identity of the sending user in one or more corresponding instant message sessions, the identity of the sending user without the personal message being otherwise viewable to the group of users in respective instant message sessions;
• providing the personal message for display, on a session interface of a computing device that belongs to a recipient user during the instant message session when the recipient user is included in the one or more specific users designated as being able to view the personal message as part of the identity, of the sending user;
• extracting information from the collected data based on at least one predetermined rule to obtain extracted information at a server;
• presenting an advertisement on the session interface of the recipient user designated as being able to view the personal message based on the extracted information, the advertisement being textually related to the personal message;
• formulating result information at the computing device based on the extracted information;
• and
• sending the result information from the server to the computing devices of the plurality of users.