A system and method for dynamically targeting advertisements based on content-in-view of a web page. The system includes an extraction module for extracting a plurality of keywords from at least one content area associated with a web page. The web page is presented to a user in response to a search request. An approximation module generates an approximated view of the portion of the web page currently being viewed by the user. In turn, one or more advertisements are selected to be displayed to the user based on content associated with the approximated view.