14. The computer readable medium according to claim 11 , wherein the method further comprises translating the request into one or more intent targets, wherein translating the request includes selecting each of the one or more intent targets from a plurality of normalized intent targets based on information included in the request.
11. A non-transitory computer readable medium having stored thereon sequences of instructions including instructions that will cause a processor to perform a method of delivering advertising by an e-commerce website, the method comprising acts of: receiving, by the processor configured to perform functions associated with the e-commerce website, signals from at least one advertiser including a plurality of advertisements, each advertisement having an associated bid from the at least one advertiser to display the advertisement; receiving, from the at least one advertiser, a relevance type assignment for at least one of the plurality of advertisements; creating, within a database, a mapping between each one of the plurality of advertisements and an intent target, the mapping based on the relevance type assignment received from the at least one advertiser; transmitting, by an interface coupled to the processor, web page signals over a communications network to a web browser operated by a client computer, the web page signals configured to operate the web browser to display a web page associated with the e-commerce website; receiving, in real time from a publisher of the e-commerce website, a request to display an advertisement on the web page; receiving, in real time, client activity signals from the client computer over the communications network, the client activity signals corresponding to real time activity of a user operating the web browser to interact with the web page of the e-commerce website; determining, in real time based on the received client activity signals, a context of the user operating the web browser to interact with the web page of the e-commerce website, the determined context representing an intent of the user to locate a product for purchase via the web browser; defining a relation between one or more of the plurality of advertisements and the product based on the mapping; determining, with a hurdle rate engine in the processor, a hurdle rate set by the publisher of the e-commerce website, the hurdle rate being determined based on the intent of the user to locate the product for purchase and identifying a threshold amount to be bid by an advertiser in order to display an advertisement to the user in a portion of the display shown the user on the web page, the threshold amount of the hurdle rate being set by the hurdle rate engine at a level configured to prevent a loss of expected transaction revenue if the advertisement is displayed to the user via the web page; dynamically adjusting, with the hurdle rate engine, the hurdle rate set by the publisher of the e-commerce website responsive to real time updates of the intent of the user; comparing, with a decision engine in the processor configured to perform functions associated with the e-commerce website, the bid of at least one of the plurality of advertisements to the dynamically adjusted hurdle rate; determining, with the decision engine in the processor, based on the act of comparing and the context of the user, whether to display, in the portion of the display shown the user, at least one of the plurality of advertisements having the relation to the product, wherein the act of determining includes an act of dynamically changing the at least one of the plurality of advertisements based on the dynamically adjusted hurdle rate; and transmitting, by the interface coupled to the processor, display signals associated with the at least one of the plurality of advertisements in response to a determination that the dynamically adjusted hurdle rate has been exceeded by the bid from the advertiser to display the at least one of the plurality of advertisements, the display signals configured to operate the web browser to display, in real time, the at least one of the plurality of advertisements in the portion of the display shown the user on the web page associated with the e-commerce website.