5. The sponsored search system of claim 2 wherein the data processing system operative as the user preference and navigation information system is configured to access the user query information stored in the user database to determine web sites of current interest to which users in the sponsored search system navigate.
2. The sponsored search system of claim 1 , further comprising: a user database in data communication with the data processing system operative as the user preference and navigation information system and configured to store user query information from a plurality of user queries to the sponsored search system.