1. A method performed by a trusted system comprising a processor and a non-transitory computer-readable storage medium storing instructions that, when executed by the processor, cause the trusted system to perform the method, the method comprising: receiving, at an interface of the trusted system, from a device, personal information relating to a user of the device, the personal information being provided by a plurality of trusted components included in a plurality of applications executing on the device; generating, based on the personal information, a person ontology graph relating to the user, the personal ontology graph comprising first level interest information relating to the user derived from at least one or more inferences based on the personal information, wherein generating the personal ontology graph further comprises: accessing an interest taxonomy database; identifying one or more second level interests included in the interest taxonomy database associated with the first level interest information, and including the one or more second level interests in the personal ontology graph; receiving, by the interface, a plurality of content items; selecting, based at least in part on the first level interest information and the one or more second level interests included in the personal ontology graph, a content item of the plurality of content items; and transmitting, from the interface, the selected content item to the user device for rendering by the device.
1. A method performed by a trusted system comprising a processor and a non-transitory computer-readable storage medium storing instructions that, when executed by the processor, cause the trusted system to perform the method, the method comprising: receiving, at an interface of the trusted system, from a device, personal information relating to a user of the device, the personal information being provided by a plurality of trusted components included in a plurality of applications executing on the device; generating, based on the personal information, a person ontology graph relating to the user, the personal ontology graph comprising first level interest information relating to the user derived from at least one or more inferences based on the personal information, wherein generating the personal ontology graph further comprises: accessing an interest taxonomy database; identifying one or more second level interests included in the interest taxonomy database associated with the first level interest information, and including the one or more second level interests in the personal ontology graph; receiving, by the interface, a plurality of content items; selecting, based at least in part on the first level interest information and the one or more second level interests included in the personal ontology graph, a content item of the plurality of content items; and transmitting, from the interface, the selected content item to the user device for rendering by the device. 6. The method of claim 1 , wherein the personal information comprises activity information relating to activities performed by the user one the device.