Abstract: A system and method are described for tracking on-line advertisement exposure information for particular user devices. Alternative approaches are proposed as alternatives to using cookies on user devices to maintain a summary of previous on-line advertisement exposure. A survey participant server maintains a database including elements containing the summary of previous on-line advertisement exposure, each element being associated with a unique identifier value assigned to a particular user device. Such information is subsequently used to administer on-line surveys presented to users via the user devices.