One or more techniques and/or systems are disclosed for providing a customized advertisement for a user. A request can be received from an advertising service, where the request comprises a user topic, such as a topic comprised in an advertisement intended to be customized for the user. One or more user aspects are identified for the user topic, and respective impact factors are determined for at least some of the one or more user aspects. The user aspects for the user topic can be ranked according to their corresponding impact factors, and the ranking can be returned to the advertising service in response to the request. The advertising service may use at least some of the ranking to customize the advertisement to be shown to the user (e.g., so that higher ranked aspects are emphasized more heavily in the advertisement than lower ranked aspects).