Abstract: A method and system are provided for controlling the delivery of advertising and ad-supported multimedia content. The method includes the steps of collecting personal information related to one or more subscribers to a media delivery service, and assigning exchange values to advertisements to be viewed. The exchange values assigned to each advertisement are uniquely determined for each of the one or more subscribers based on the degree of match between a subscriber profile and an advertiser's target audience profile, which includes a maximum price associated with a perfect match. The respective exchange values are based on calculations that take into account the personal information collected from the respective one or more subscribers.