An object is to provide an apparatus that accurately estimates an association between content and a user who performed an operation on the content. The apparatus includes: a first association information generation unit that generates first association information in which content information subjected to an operation and a user who performed the operation are associated; a learning unit that generates learnt information for associating a given user with content likely to be operated by the given user by using the first association information; an estimation unit that estimates a user by using unidentified content information for which the user cannot be identified and the learnt information; and a second association information generation unit that generates second association information in which the unidentified content information and the estimated user are associated. The learning unit updates the learnt information by preferentially using the first association information over the second association information.