4. The method of claim 1 further comprising: at the data processing system, aggregating information about relatively current Internet user preferences based on user interactions with the online sponsored search system.
4. The method of claim 1 further comprising: at the data processing system, aggregating information about relatively current Internet user preferences based on user interactions with the online sponsored search system. 7. The method of claim 4 further comprising: at the data processing system, receiving information about browser interaction by a user of the online sponsored search system; identifying subject matter and user interests in the subject matter within the browser interaction information; updating the information about current user preferences based on the identified subject matter and identified user interests; and adjusting the money amount of items in the database based at least in part on the updated user preference information.