The U.S. patent office in October granted Disney a patent described as an "online content ranking system based on authenticity metric values for Web elements." The abstract explains a method for identifying and ranking search results and online advertisements based on authenticity. A search server includes an authenticity index, which includes metric values associated with one or more Web elements. The authenticity metric values may indicate the relative authority with respect to a specific category, keyword, search term, phrase, context, filter, and more. Search results may be generated and ranked based on the authenticity metric values, per the patent.