Abstract: A computer network implemented system and method for managing an Internet advertising campaign is provided. The method includes the steps of identifying, generating, or obtaining attributes of an ad campaign including keywords and optionally including consumer attributes (“ad campaign data”); establishing a consumer profile for each of a pool of consumers, the consumer profile including recent search history obtained on an anonymous basis; comparing the ad campaign data to the consumer profiles so as to identify a consumer audience segment; and bidding real-time for access to display advertising impressions associated with the consumer audience segment so as to enable re-targeting of the consumer audience segment based on the ad campaign data using display advertising. The system includes a data logging utility, a re-targeting utility and a real time bidding infrastructure. A novel real time bidding method is also provided.