An MMR system for publishing comprises a plurality of mobile devices, an MMR gateway, an MMR matching unit and an MMR publisher integrated into a network with an advertiser, an ad broker, and an MMR service bureau. The MMR matching unit receives an image query from the MMR gateway and sends it to one or more of the recognition units to identify a result including a document, the page and the location on the page. The MMR service bureau uses the result to retrieve advertising or other links associated with the location on the page. The list of results and links are sent back to the MMR gateway for presentation on the mobile device. The present invention also includes a number of novel methods including a differentially weighting links associated with an MMR document.