1. A method comprising: receiving, by a web object processing system, a new web object, the new web object comprising-one or more of a video, a document, or an image, the new web object being published on the Internet; identifying, by the web object processing system, a first cluster of web objects from a first data structure, the first data structure comprising a set of clusters wherein each cluster in the set of clusters comprises a matrix indicating a relatedness value, for a given search query, of each web object in a given cluster to another web object, the relatedness value being based on search results of web objects previously selected by a user via a client device; identifying, by the web object processing system, a second cluster of web objects from a second data structure, the second data structure comprising a second set of clusters wherein each cluster in the second set of clusters comprises a matrix indicating a metadata relatedness value of each web object in a given cluster to another web object, the metadata relatedness value being based on text content associated with the respective web objects; normalizing, by the web object processing system, the relatedness values of the first cluster and the metadata relatedness values of the second cluster to generate common relatedness values of each web object in the first and second clusters; selecting, by the web object processing system, an output set of advertisement objects related to the new web object from the first and second clusters of web objects based on the common relatedness values; and transmitting, by the web object processing system, to the client device for display, the output set of advertisement objects.