1. A computer-implemented method, comprising: obtaining identity information, with a portable program module, for a source of a webpage associated with a container document, the portable program module located in the container document; submitting, by the portable program module located in the container documents, the identity information to a concept server storing keywords associated with the container document; receiving, by the portable program module located in the container document and from the concept server, in response to the submitted identity information, the keywords associated with the container document; selecting, by the portable program module located in the container document, a subset of the keywords received from the concept server based at least on one or more criteria specified by an author of the portable program module; submitting, by the portable program module located in the container document, a query to an item search server related to the subset of the keywords selected by the portable program module; and receiving, at the portable program module located in the container document, advertisements responsive to the query from the item search server for display.
1. A computer-implemented method, comprising: obtaining identity information, with a portable program module, for a source of a webpage associated with a container document, the portable program module located in the container document; submitting, by the portable program module located in the container documents, the identity information to a concept server storing keywords associated with the container document; receiving, by the portable program module located in the container document and from the concept server, in response to the submitted identity information, the keywords associated with the container document; selecting, by the portable program module located in the container document, a subset of the keywords received from the concept server based at least on one or more criteria specified by an author of the portable program module; submitting, by the portable program module located in the container document, a query to an item search server related to the subset of the keywords selected by the portable program module; and receiving, at the portable program module located in the container document, advertisements responsive to the query from the item search server for display. 10. The method of claim 1 , wherein submitting, by the portable program module, the query to an item search server comprises inserting the subset of the keywords received from the container document as arguments of the query.