Abstract: An apparatus for the handling, creation and distribution of multimedia aggregates, includes: modules to store and organize data and user profiles for registered users, to store multimedia content and content profiles in a content database, interfaces for: use of multimedia contents, and for performing searches on the content database, to generate dynamic custom pages and/or static custom pages including the multimedia content, and advertising contents, allowing the publication or display of the dynamic custom pages or static custom pages created; and for content creation, and to let the multimedia content to be inserted in the content database; and for advertising entry and purchasing, and for entering the advertising content in the content database and insert advertising content in the dynamic custom pages and/or static custom pages on the basis of the result of an auction mechanism.