1. A computer-implemented method comprising: receiving, by a processor, a request for advertising information in association with web page content information within a web page requested by a user entity; retrieving, by a processor, a content category associated with said web page content information from a hierarchical content taxonomy based on a theme of said web page content information; retrieving, by a processor, an advertising category associated with said advertising information from a hierarchical advertising taxonomy based on a mapping probability table that associates the content category with the advertising category, wherein the mapping probability table comprises: a match between the theme of the web page content information and an advertisement in the advertising category, wherein the match is based on a logical association of the content category and the advertising category and not upon the web page content information alone; and mapping information, comprising at least one probability score corresponding to a likelihood, based on the match, that a viewer who is interested in said content category is interested in the advertising category; and retrieving, by a processor, the advertisement to display on the user entity.