23. One or more disk devices having instructions stored thereon which, when executed by a processor, cause the processor to perform operations comprising: receiving a request for sponsored content for presentation with a content multimedia item, wherein the content item is included in a document; selecting a plurality of keywords for the content item wherein a first keyword of the keywords is selected based on historical user interaction with the content item when the content item was provided as a search result responsive to a query comprising the first keyword, and wherein a second keyword of the keywords is selected based on analysis of the content item; for each of one or more candidate sponsored content items: calculating a respective first score based at least partially on a comparison of the candidate sponsored content item to one or more of the keywords; calculating a respective second score based on, at least, a comparison of the candidate sponsored content item to content of the document and based on a profile of an owner of the document; calculating a respective final score based on, at least, a weighted combination of the respective first and second scores in which the first and second scores are weighted differently, and in which a weight of the first or the second score is based at least partially on a measure of past user interactions with the candidate sponsored content item when the candidate sponsored content item was presented with the content item; selecting one or more of the candidate sponsored content items based on, at least, the candidate sponsored content item's respective final scores; and providing the selected sponsored content items for presentation with the content item.
23. One or more disk devices having instructions stored thereon which, when executed by a processor, cause the processor to perform operations comprising: receiving a request for sponsored content for presentation with a content multimedia item, wherein the content item is included in a document; selecting a plurality of keywords for the content item wherein a first keyword of the keywords is selected based on historical user interaction with the content item when the content item was provided as a search result responsive to a query comprising the first keyword, and wherein a second keyword of the keywords is selected based on analysis of the content item; for each of one or more candidate sponsored content items: calculating a respective first score based at least partially on a comparison of the candidate sponsored content item to one or more of the keywords; calculating a respective second score based on, at least, a comparison of the candidate sponsored content item to content of the document and based on a profile of an owner of the document; calculating a respective final score based on, at least, a weighted combination of the respective first and second scores in which the first and second scores are weighted differently, and in which a weight of the first or the second score is based at least partially on a measure of past user interactions with the candidate sponsored content item when the candidate sponsored content item was presented with the content item; selecting one or more of the candidate sponsored content items based on, at least, the candidate sponsored content item's respective final scores; and providing the selected sponsored content items for presentation with the content item. 33. The one or more disk devices of claim 23 , wherein selecting one or more of the candidate sponsored content items comprises selecting one or more of the candidate sponsored content items based on respective bids associated with the candidate sponsored content items.