A method and a system that identify seller ads to potential buyers within a network-based commerce system are provided. The method and system may operate to receive a request including a product identification from a seller, and assign to the seller, based on a distance function and the product identification, a matching identification entry included in a set of identification entries. The request may also include financial metrics. The method and system may further include operations to identify one or more seller ads associated with the matching identification entry, as determined by a distance measured between the matching identification entry and at least one extracted identification entry extracted from a selected content page and included in the set of identification entries. The identification of the one or more seller ads may also be determined by a relevance function based on the financial metrics.