19. A system, the system comprising: a server that receives a request to present a web page, wherein the web page is defined by source code, and wherein the web page includes one or more areas to present advertisements, the one or more areas corresponding to one or more advertising units; a modification component that: identifies a set of keywords in the web page, wherein the keywords are to be associated with event triggers such that if a user interacts with an identified keyword by way of the event triggers, then some action is to occur, and wherein the keyword is described by one or more descriptive words; dynamically modifies the source code of the web page by associating the event triggers with the keywords in the web page to create modified source code that associates the event triggers with the keywords included in the web page; identifies an occurrence of a certain event trigger of the associated event triggers, wherein the certain event trigger is associated with gathering certain descriptive words of the web page; and determines the certain descriptive words in response to the occurrence of the certain event trigger on the web page rendered from the modified source code; and a delivery engine, as a subcomponent of the server or as a standalone component, that receives the certain descriptive words from a remote computing device and sends advertising data to the remote computing device, wherein the modification component further refreshes the one or more advertising units with the advertising data in response to user interaction with the keywords of the web page, and wherein the keywords are associated with the certain event trigger.
19. A system, the system comprising: a server that receives a request to present a web page, wherein the web page is defined by source code, and wherein the web page includes one or more areas to present advertisements, the one or more areas corresponding to one or more advertising units; a modification component that: identifies a set of keywords in the web page, wherein the keywords are to be associated with event triggers such that if a user interacts with an identified keyword by way of the event triggers, then some action is to occur, and wherein the keyword is described by one or more descriptive words; dynamically modifies the source code of the web page by associating the event triggers with the keywords in the web page to create modified source code that associates the event triggers with the keywords included in the web page; identifies an occurrence of a certain event trigger of the associated event triggers, wherein the certain event trigger is associated with gathering certain descriptive words of the web page; and determines the certain descriptive words in response to the occurrence of the certain event trigger on the web page rendered from the modified source code; and a delivery engine, as a subcomponent of the server or as a standalone component, that receives the certain descriptive words from a remote computing device and sends advertising data to the remote computing device, wherein the modification component further refreshes the one or more advertising units with the advertising data in response to user interaction with the keywords of the web page, and wherein the keywords are associated with the certain event trigger. 29. The system of claim 19 , wherein the refreshing includes refreshing the one or more advertising units without obscuring any current content of the web page.