Abstract: A method for targeting and filtering advertisements in a communication network includes querying a viewer for a response indicating a preference setting for provision of advertisements, and receiving from the viewer a response to the query indicating the preference setting for provision of advertisements. The preference setting includes a relevancy threshold setting indicating how closely the viewer's preference for certain advertisements are to be followed and a set of preferences for advertisements of certain types. The method further includes providing display content to a display device associated with the viewer, including a first component having a main content portion, and a second component distinct from the first component, the second component having advertisements that closely match the set of preferences for advertisements of certain types Software and hardware apparatus embodiments are provided as well.