1. A method comprising: providing an online advertisement linked to content; obtaining, by a computer system, a macro-context numerically quantifying the affinity of the content for each subject matter domain of a plurality of subject matter domains; obtaining, by the computer system, a personalization vector numerically quantifying the affinity of a user for each subject matter domain of the plurality of subject matter domains; selecting, by the user, the online advertisement; directing, by the computer system in direct response to the selecting, the user to the first content; calculating, by the computer system, a match value quantifying the similarity between the personalization vector and the macro-context.