A system and method to facilitate automatic weighting of events in a network and targeting of advertising information to users within the network based on assigned event weights are described. Multiple events associated with a user are retrieved from a data storage module. Each event is further analyzed to extract one or more event features. A weight parameter value is further calculated for each retrieved event. Each event is further assigned to a predetermined category based on the calculated weight parameter value. Finally, each event and the associated weight parameter value are stored within the data storage module in connection with the predetermined category.