1. A method comprising: identifying, for a user and based on a first set of user activity, a set of long term interests associated with one or more features of a feature set; generating, by one or more computing devices, a first profile associated with the user based on the set of long term interests; identifying, for the user and based on a second set of user activity, a set of short term interests associated with the one or more features of the feature set; and generating, by the one or more computing devices, a second profile associated with the user based on set of short term interests.