49. A system according to claim 46 , further comprising: a parse tree formed from the item description; a parser to traverse the parse tree for constituents meeting syntactic constraints; and a description identifier to supplement the advertising creative with the constituents subject to space restrictions.
46. A system for building Web-based advertising creatives, comprising: an advertising server to identify at least one item description responsive to an executed query comprising one or more query terms; a phrase identifier to extract a name from the item description and to identify at least one phrase within the name; and a phrase summarizer to summarize at least one of the at least one phrase into an advertising creative, the phrase summarizer including a word marker to mark at least one word in the at least one of the at least one phrase using at least one of (A) a match of the at least one word with at least one word of the executed query, and (B) a format rule, and a word placer to place the at least one marked word into the advertising creative subject to space restrictions.