The present invention is directed towards systems and methods for identifying advertisements responsive to one or more historical queries generated by a given user. The method of the present invention comprises annotating a profile for a user with information associated with one or more historical queries generated by the user. The profile associated with the user is retrieved, the profile indicating one or more historical queries previously generated by the user. One or more advertisements are identified as responsive to a selected historical query maintained in the profile of the user. The one or more advertisements previously displayed to the user in response to the selected historical query are identified. The one or more advertisements identified as not previously displayed to the user are thereafter displayed.