Abstract: A method, apparatus and system are provided for distributing auxiliary advertisements which include receiving profile information, searching a database for auxiliary advertisements associated with the received profile information and communicating auxiliary advertisements associated with the received profile information to a display device for presentation on at least a portion of a screen of the display device. In one instance, a primary display device presents primary advertisements and a secondary screen device presents associated, targeted auxiliary advertisement(s) at a time concurrent with or relative to the presentation of the primary advertisement; an auxiliary advertisement to be presented to an identified viewer/audience being selected by matching metadata associated with the auxiliary advertisement to known characteristics of the identified viewer/audience.