Abstract: The present invention involves a computer server for providing reference placement on sites accessible over a network by a viewer. The computer has a processor and associated memory with software modules. A reference specification software module enables the processor to receive and store a topic specified by a user and at least one parameter relating to the display of references relating to the specified topic for a specified type of viewer. The site information software module enables the processor to obtain information relating to at least one of a web site being visited and information relating to the viewer. The content evaluation software module enables the processor to evaluate the favorability of content of a web page in relation to the specified topic, wherein favorability relates to approving or supporting the specified topic.

Abstract: The present invention involves a web site advertising placement system and method which identifies web sites unaffiliated with the advertiser and related to a topic being advertised to provide advertising links that refer to unaffiliated web sites.