A server system comprising a processor configured to manage an extensible taxonomy of impression tags for categorizing the plurality of locations, monitor content sources for visitor impressions of the plurality of locations and extract a plurality of impression tag inputs from the visitor impressions, each impression tag input including an identified impression tag, a visited location of the plurality of locations, and visited location context data including a visited time interval of the plurality of time intervals, for each impression tag input, aggregate that impression tag input into aggregated impression tag input data in a location profile of the plurality of location profiles that is associated with the visited location of that impression tag input, and for each location profile, select one or more categorizing impression tags from the extensible taxonomy of impression tags based on at least the aggregated impression tag input data of that location profile.