9. The method of claim 1 , further comprising causing presentation of the content item.
1. A method of targeting content, comprising: receiving a data stream at a set-top box with the data stream comprising a content item and a content tag; storing the data stream in memory of the set-top box; detecting an insertion event; retrieving multiple identifiers of the content tag from the memory; retrieving the multiple identifiers of a corresponding profile tag from a user profile; setting an initial value of a score to zero; successively comparing each identifier of the content tag to each corresponding identifier of the profile tag; determining the content tag matches the profile tag when at least three identifiers of the multiple identifiers match; incrementing the score when the match occurs; when the content tag does not match the profile tag, then: retrieving another profile tag from the user profile and successively comparing each identifier of the content tag to each corresponding identifier of the another profile tag; when the user profile contains no more profile tags, then retrieving the multiple identifiers of another content tag from the memory and successively comparing each identifier of the another content tag to each corresponding identifier of the profile tag; determining the another content tag matches the profile tag and incrementing the score when the match occurs; comparing the score to a threshold value; and when the score satisfies the threshold score, then determining that the content item is appropriate for presentation.