19. The media of claim 16 , further comprising replacing the web advertisement in the second UI display with a second web advertisement after a user selects an option for viewing the additional information.
16. One or more computer storage media excluding signals per se embodied with computer-executable instructions that, when executed by a processor, perform a method for displaying a web advertisement, comprising: presenting a web page with a portion of text emphasized to indicate the portion of text relates, based on a geographic location, to an entity; identifying entities in an entity database related to the portion of text; utilizing the geographic location to classify a meaning of the portion of text; filtering the entities based on the meaning of the portion of text; presenting a first UI display populated with additional content about the portion of text and options for viewing the additional information; and presenting a second UI display populated with the web advertisement, the web advertisement being contextually relevant to a portion of the additional information, wherein the second UI display visually connects to the first UI display in a seamless manner.