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. 13. The apparatus of claim 11 wherein 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 includes adjusting scores of 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.