You should to read and understand Google's patent describing their contextual advertising process of scoring ads by price, relevancy, and performance, using a technique called "probabilistic hierarchical inferential learned cluster."
US Patent for Google advertisement : http://appft1.uspto.gov/netacgi/nph-Parser?Sect1=PTO2&Sect2=HITOFF&p=1&u...
Methods and apparatus for serving relevant advertisements
The relevance of advertisements to a user's interests is improved. In one implementation, the content of a web page is analyzed to determine a list of one or more topics associated with that web page. An advertisement is considered to be relevant to that web page if it is associated with keywords belonging to the list of one or more topics. One or more of these relevant advertisements may be provided for rendering in conjunction with the web page or related web pages.
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