Abstract: A facility for providing targeted advertising messages is described. The facility receives advertising requests each identifying a user. For each received advertising request, the facility applies a sequence of conditions to information relating to the identified user. The facility replies to each advertising request with an advertising message associated with the first condition in the applied sequence that is satisfied.

Abstract: A facility for adjusting the execution of an advertising campaign in which advertising messages are presented using a plurality of advertising alternatives as described. During a first time period, the facility presents advertising messages using each of the advertising alternatives in accordance with an initial allocation for each of the advertising alternatives. Also during the first time period, the facility tracks the performance of the advertising campaign with respect to each of the advertising alternatives. Based upon the tracking during the first time period, the facility attributes a performance score to each of the advertising alternatives for the first time period.

Abstract: A method of determining the placement of a plurality of different Internet advertisements at a plurality of different Internet publisher websites sites each having an advertisement placement space. For each user visiting a publisher website, an impression of an advertisement is served. Initial web browsing activity data is recorded for each impression served. Subsequent action data associated with the service of the impression is recorded. The subsequent action data is associated with the initial web browsing activity data to generate an effectiveness level for the combinations of advertisements and placement spaces. Based on the generated effectiveness levels, serving of the advertisements is distributed among the placement spaces.

Abstract: A method of distributing Internet advertisements at the websites of a number of different publishers operating web sites. An advertising entity collects lists of user identifiers from each of several advertisers. In response to a user visiting one of the websites, the user identifier associated with the user is determined. It is determined if the user identifier is on one of the list. If the user identifier is on a list, an unembedded advertisement associated with the advertiser whose list contains the user's identifier is served to the user. The advertisement may be a pop-up, pop-under, or dynamic html advertisement, and if the user is not on the list, no such an ad may not be served.

Abstract: A method of distributing Internet advertisements includes collecting search terms employed by users of a search engine or search provider or its distribution partners web site(s), and collecting a unique identifier or cookie associated with each user. The search terms and unique identifiers are associatively stored in a database. A number of selected advertising strategies are generated, each having an associated desired search term or set of terms. Identifiers associated with one or more of the desired search terms are assigned to an associated one of the advertising strategies. In response to a user visiting a publisher web site, the user's unique identifier is determined, the database is searched to determine an assigned advertising strategy, and an advertisement is served to the user based on the strategy. Users not fitting any assigned advertising strategy may or may not receive an advertisement.