Abstract: A system and method for allowing a user to authorize and effect the substitution of the advertising content in web pages. A designated, community domain name server (DNS) enables substitution of community content elements in place of advertising on third party web sites. The community content elements may include links to web pages of interest provided by other members of the community. The community content elements may also contain advertising related content relevant to a web page being viewed. The content relevant advertising may, for instance, take the form of URLs linked to advertising based on one or more words found on the web page currently being viewed by the user. The community content element may also include a key word box that allows the user to enter a key word. The content relevant advertising may then be based on the user entered key word.

Abstract: A system and method for allowing a user to designate the types of advertising to which they may be exposed based on preferences that may include their choice of faith, lifestyle, location, technology or cause. A user designated application acts as a reverse proxy and filters incoming HTML pages, replacing advertising URLs that link to content that does not conform to the user's preferences, with links to content that does conform. The function of reverse proxy may effectively be performed by a domain name server (DNS) designated by the user. The DNS may include a list of replaceable resource such that resolution of the domain name results in direction to an alternate server that serves substitute advertising conforming to the end-user's designated content type. The user's preference parameters may be stored either on a server accessed database, as a cookie on the user's computer or as a designated DNS.