Abstract: An advertising system that is applicable to the Internet is disclosed. A number of publisher sites which provide content and have advertising space all have a link to an advertisement host server which can identify end users that send a request to a publisher site by using application variables, so cookies are not required. Application server pages are used to provide the required information and to prevent caching of advertisements on users' machines. Data obtained by the system is used by the advertisement host server to select an appropriate advertisement, and the advertisements are uploaded from an SQL database and provided to the user in binary format.