A method and apparatus automatically build a database by automatically assigning links to an expert, pushing content to an expert, providing expert annotation, and linking the content to an annotation database. A term is selected by applying rules, such as, the term not previously existing in the database, an unusually high frequency of the term, the term is an article or the term is an unusual part of speech. An advertiser can sponsor the term, for example, by having a banner ad automatically pop-up on a keyword search. Content windows can be attached to the term, the content window containing information such as definitions, related products or services, sponsorship information, information from content syndicators, translations and reference works.