11. Apparatus comprising: a) one or more processors; b) at least one input device; c) at least one output device; and d) one or more storage devices storing processor-executable instructions which, when executed by one or more processors, perform a method of 1) providing, responsive to a received search query, a document with a plurality of search results, wherein the search query has at least two different semantic interpretations corresponding to two different user information needs, the plurality of search results including i) a first search result associated with a first document having content concerning a first topic related to a first semantic interpretation of the search query, and ii) a second search result associated with a second document having content concerning a second topic related to a second semantic interpretation of the search query; 2) determining which of the first and second semantic interpretations of the search query a user is most Interested in; 3) selecting one of a first set of one or more ads relevant to the first topic and a second set of one or more ads relevant to the second topic using, at least, the determination of user topic interest, wherein the first set of one or more ads is different from the second set of one or more ads; and 4) serving, in association with the document, the selected one of the first and second set of one or more ads.
11. Apparatus comprising: a) one or more processors; b) at least one input device; c) at least one output device; and d) one or more storage devices storing processor-executable instructions which, when executed by one or more processors, perform a method of 1) providing, responsive to a received search query, a document with a plurality of search results, wherein the search query has at least two different semantic interpretations corresponding to two different user information needs, the plurality of search results including i) a first search result associated with a first document having content concerning a first topic related to a first semantic interpretation of the search query, and ii) a second search result associated with a second document having content concerning a second topic related to a second semantic interpretation of the search query; 2) determining which of the first and second semantic interpretations of the search query a user is most Interested in; 3) selecting one of a first set of one or more ads relevant to the first topic and a second set of one or more ads relevant to the second topic using, at least, the determination of user topic interest, wherein the first set of one or more ads is different from the second set of one or more ads; and 4) serving, in association with the document, the selected one of the first and second set of one or more ads. 12. The apparatus of claim 11 wherein determining which of the first topic and the second topic a user is most interested in further includes monitoring at least one of (a) cursor positioning with respect to at least one of the first and second search results, (b) cursor dwell time with respect to at least one of the first and second search results, (c) user eye direction with respect to at least one of the first and second search results, (d) user facial expressions with respect to at least one of the first and second search results, (e) user expressions with respect to at least one of the first and second search results, or (f) express user topic interest input with respect to at least one of the first and second search results.