8. A non-transitory computer readable media comprising program code for execution by a programmable processor to perform a method for providing one or more vector terms for use in identifying advertisements, the computer readable media comprising: program code for retrieving, periodically during an instant messaging conversation, one or more terms or phrases used in the instant messaging conversation in which one or more users are participating; program code for generating one or more term vectors comprising one or more vector terms for at least one term or phrase used in the instant messaging conversation with a greatest frequency; program code for identifying one or more advertisements associated with the at least one term or phrase used in the instant messaging conversation with a greatest frequency; and program code for retrieving one or more content items responsive to the query associated with a selected vector term.
8. A non-transitory computer readable media comprising program code for execution by a programmable processor to perform a method for providing one or more vector terms for use in identifying advertisements, the computer readable media comprising: program code for retrieving, periodically during an instant messaging conversation, one or more terms or phrases used in the instant messaging conversation in which one or more users are participating; program code for generating one or more term vectors comprising one or more vector terms for at least one term or phrase used in the instant messaging conversation with a greatest frequency; program code for identifying one or more advertisements associated with the at least one term or phrase used in the instant messaging conversation with a greatest frequency; and program code for retrieving one or more content items responsive to the query associated with a selected vector term. 9. The computer readable media of claim 8 further comprising program code for selecting most relevant terms or phrases according to at least one criterion within the instant messaging conversation.