A computer implemented method of generating a user-personalization interest parameter is disclosed. The method comprises receiving, navigational history data associated with a browser application; generating, one or more navigational session transition patterns; for each navigational session transition pattern: truncating, each of the one or more URLs included within the navigational session transition pattern, to obtain a respective URL segment; generating, a respective vector value representative for each of the URL segments; assigning a weight value for each URL segments; determining a navigational profile value for the user, based on at least one vector value and the associated weight value; generating, the user-personalization interest parameter associated with the user based on the navigational profile value.