Abstract: Systems and methods are provided for modifying e-tickets/itineraries with advertising content before being forwarded to end-user customers. These modified e-tickets/itineraries may also provide a link to a reservation/service-related home page that contains additional advertisement information and provides the end-user customer with the ability to further tailor his/her reservation and services. Additionally, systems and methods are provided to allow advertising customers to bid on or purchase advertising space based on flat, qualitative gradual, and/or specific targeting of potential end-user customers using data gathered during a reservation and/or purchase service session. Furthermore, the bidding process can involve correlative gradual pricing thus enabling advertising customers to strategically and efficient plan and manage a marketing campaign.