An internet target marketing system, method, and computer program for distributing online advertising to viewers based upon the viewers' interests is provided. The system, method, and computer program may involve identifying one or more document-related concepts derived from analysis of content of a web document capable of being displayed to the user, identifying one or more advertisement-related concepts relevant to an advertising, comparing the one or more document-related concepts to the one or more advertising-related concepts to determine a relevance, and selecting the advertising based on the relevance.