Abstract: A method of serving Internet advertisements to users having associated cookies includes receiving a cookie from a user visiting a publisher, then retrieving a database record of past Internet activity associated with the cookie. Based on the record, is it determined whether the cookie is associated with past interactions with any of the advertisers. If the cookie has had interactions with multiple advertisers, an advertisement associated with the advertiser with the greatest level of desired attributes is served. If there are no past interactions, past web activity of the cookie is analyzed to determine the advertiser with the best prospects for success.

Abstract: A method of evaluating Internet advertisement effectiveness that involves collecting Internet activity information associated with a multitude of cookies, and storing the information in a database. An advertisement strategy is generated for evaluation, and a plurality of user segments are established, each having a different Internet activity characteristic. An advertising strategy is assigned to each segment. When a user visits a site where an advertisement is to be served, a cookie is determined. The stored Internet activity information for the cookie is retrieved, and based on the retrieved information, the cookie is assigned to a user segment associated with the retrieved Internet activity information. Then, an advertisement is served based on the assigned advertising strategy.