1. A method for an online sponsored search system, the method comprising: storing items in a database, at least some items including a keyword and a money amount associated with a respective advertiser of the online sponsored search system; at a data processing system of the online sponsored search system, receiving information about current user preferences within the online sponsored search system; in response to a change in the current user preferences, the sponsored search system automatically adjusting money amounts for stored items of advertisers; detecting bid adjustment definition information of an information provider for that item, the bid adjustment definition information including data defining the advertiser's intention to seek more or less activity in response to a change in current user preferences based on the adjustment to be made by the sponsored search system; and when the received user preference information relates to a keyword of an item, at the data processing system automatically adjusting the money amount of the item based on the advertiser's bid adjustment definition information.
4. The method of claim 1 further comprising: at the data processing system, aggregating information about relatively current Internet user preferences based on user interactions with the online sponsored search system.