10. One or more computer storage media excluding signals per se embodied with computer-executable instructions that, when executed by a processor, perform a method for displaying an advertisement on a screen, the method comprising: receiving, from a server, based on a geographic location, an indication that text within a web page refers to an entity definition; identifying entities in an entity database related to the text; utilizing a geographic location to classify a meaning of text on the web page; filtering the entities based on the meaning of the text; displaying the web page; based on the indication, visually marking the text to emphasize the text; receiving a trigger event from a user; based on the trigger event, displaying additional content about the text, and related to the entity definition, in an overlay UI window presented over a portion of the web page; and displaying a web advertisement in an advertisement UI window positioned adjacent to the overlay UI window, wherein the web advertisement is contextually relevant to the additional content in the overlay UI window.
10. One or more computer storage media excluding signals per se embodied with computer-executable instructions that, when executed by a processor, perform a method for displaying an advertisement on a screen, the method comprising: receiving, from a server, based on a geographic location, an indication that text within a web page refers to an entity definition; identifying entities in an entity database related to the text; utilizing a geographic location to classify a meaning of text on the web page; filtering the entities based on the meaning of the text; displaying the web page; based on the indication, visually marking the text to emphasize the text; receiving a trigger event from a user; based on the trigger event, displaying additional content about the text, and related to the entity definition, in an overlay UI window presented over a portion of the web page; and displaying a web advertisement in an advertisement UI window positioned adjacent to the overlay UI window, wherein the web advertisement is contextually relevant to the additional content in the overlay UI window. 11. The media of claim 10 , further comprising: displaying a plurality of options viewing different categories of the additional content in the overlay UI window; receiving a user selection of one of the options; and storing the user selection of the one of the options.