24. A non-transitory computer-readable storage medium tangibly storing thereon computer-readable instructions to be executed by a computing device, the instructions comprising instructions to: select one or more keyword candidates from an initial web page in response to a request to select at least one advertisement, each advertisement of the at least one advertisement comprising content that is to be served for display with the initial web page; perform a query via an Internet search engine wherein the query's search terms include one of the keyword candidates; repeat the querying operation for each keyword candidate; receive a set of query results for each querying operation, the set of query results comprising at least one web page including the keyword candidate; identify a contextual relevancy of the keyword candidate to the initial web page by analyzing the at least one web page from the query results returned for the keyword candidate; select one or more representative keywords using the contextual relevancy of each of the keyword candidates to the initial web page; and select one or more advertisements using the one or more representative keywords selected using the contextual relevancy of each of the keyword candidates to the initial web page, each advertisement comprising content that is to be served for display with the initial web page.
25. The non-transitory computer-readable storage medium of claim 24 , the instructions to select one or more keyword candidates from an initial web page further comprising instructions to select the one or more keyword candidates by selecting all capitalized words from the initial web page.