One embodiment provides a system of exchanging information between at least two parties over a network. The system includes a chat room generator module, executed by one or more processors, to receive a comparison result between an existing first key word search from a first party and a subsequent second key word search from a second party via a network, and to generate a new chat room embedded into a search result web page associated with the second party, when the comparison result indicates no substantial similarity between the first key word search and the second key word search.