Abstract: Techniques are provided in which information is obtained regarding a set of one or more online advertisements. Information is also obtained relating to performance of advertisements of the set, including information regarding locations of user recipients of the advertisements and information regarding times of serving or receipt of the advertisements. Using the obtained information, an advertisement profile is built, relating to the set of advertisements, providing an indication of varying advertisement performance in connection with differing times of serving or receipt, and differing locations of user recipients. The advertisement profile may be used in selection or ranking of advertisements.