To provide a server, a method and a program that can automatically store keywords linking content with past delivered advertising.

The advertising server 10 includes an advertising DB 42 for storing a plurality of advertising data along with bid keywords associated with the advertising data, a content keyword acquisition part 31 for acquiring content data representing content along with identification data of the user who includes requested access thereto, an advertising extraction part 32 for extracting bid-keyword-associated advertising data according to the degree of coincidence between feature words included in the acquired content data and the bid keywords, and a matching keyword storage part 33 and a keyword DB 43 for storing matched or similar bid keywords or feature words used in the advertising data extraction as matching keywords in association with the identification data.

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