1. A method for use in personalizing advertising for a user, the method comprising: accessing, using one or more processing devices, information indicating which documents in a set of documents were selected by a user for viewing and which documents in the set of documents were not selected by the user for viewing, wherein each of the documents in the set of documents is associated with a category; generating, using the one or more processing devices, at least one positive word vector using words contained in at least a segment of at least one of the documents that was selected by the user for viewing; generating, using the one or more processing devices, at least one negative word vector using words contained in at least a segment of at least one of the documents that was not selected by the user for viewing; generating, using the one or more processing devices, document word vectors for at least some of the documents that were selected by the user for viewing; performing, using the one or more processing devices, a vector space relationship analysis of the positive word vector, the negative word vector, and the document word vectors; establishing, using the one or more processing devices, a document rank order of the documents selected by the user for viewing based on the performed vector space relationship analysis; ranking, using the one or more processing devices, the categories associated with the documents in the set of documents based on the document rank order; and creating, using the one or more processing devices, an advertising profile for the user, the advertising profile comprising the ranked categories.