Abstract: A method and apparatus for displaying advertisement information to a user searching for desired information within a data network such as the Internet. A search request is received from the user which includes at least one search key word associated with the desired information. A search is conducted in a first database of information, based upon the received search key word, to generate search results having a primary relevance to the search key word. A second search is conducted in a second database of advertisement information, based upon the received search key word, to identify advertisement data having a predetermined association with the search key word and which is mutually exclusive with the search results from the first database. The primary search results are provided to the user together with the identified advertisement data.