50. A method of selecting advertisements in a computer environment, comprising: providing a database of electronic advertisements; converting an observed behavior of a user computing device in the computer environment to a behavior vector, modifying a profile vector indicative of the user with the behavior vector; comparing the modified profile vector to a plurality of entity vectors, the entity vectors indicative of the electronic advertisements, so as to identify at least one entity vector closely associated with the observed behavior; accessing the electronic database with the identified entity vector; and selecting at least one electronic advertisement to communicate to the user computing device.
50. A method of selecting advertisements in a computer environment, comprising: providing a database of electronic advertisements; converting an observed behavior of a user computing device in the computer environment to a behavior vector, modifying a profile vector indicative of the user with the behavior vector; comparing the modified profile vector to a plurality of entity vectors, the entity vectors indicative of the electronic advertisements, so as to identify at least one entity vector closely associated with the observed behavior; accessing the electronic database with the identified entity vector; and selecting at least one electronic advertisement to communicate to the user computing device. 57. The method as defined in claim 50, wherein the observed user behavior comprises a user query, and the converting includes transforming the user query into behavior vectors based upon the component words of the user query.