There are various dimensions involved in this approach: 1) machine learning techniques to gather user habits and preferences in an automated fashion; 2) human factors-directed approaches to explicitly gather additional information from the user, while minimizing the (perceived) inconvenience to him; 3) providing the user with an easy mechanism to view and control the acquired information (whether learned or explicitly gathered); and 4) ensuring that the overall information monitoring and analysis are done in a robust, scalable fashion, and the acquired information can be used at run time in a near-real time fashion. In this paper, we focus primarily on an overview of the INA architecture and present some details on machine learning directed at an advertising