Abstract: A user-controlled advertising system including a user data storage including a user profile associated with the user device; a controller in communication with a network interface and a user data storage; memory instructions that cause the controller to: receive a request from the user device identifying content from a content provider; retrieve the content from the content provider; identify first advertising in the content; send an advertising request to the one or more advertiser systems, the advertising request identifying demographic information from the user profile; receive, from the one or more advertiser systems, a set of prospective advertisements, wherein each prospective advertisement is associated with a rate; select an advertisement from the set of prospective advertisements associated with a highest rate; when the selected advertisement exceeds a reserve rate defined by the user profile; replace the first advertising with the selected advertising; and provide the content to the user device.