Abstract: Embodiments of the present invention provide a method, system and server for delivering an advertisement based on user characteristic information. The method includes performing, by a server, data mining on user raw data corresponding to a client to obtain user characteristic information, generating a characteristic label based on the user characteristic information; determining, by the server, a type of advertisement according to the characteristic label, and delivering an advertisement of the type to the client. In the embodiments of the present invention, a great amount of user raw data is collected and stored in a server, data mining is performed on the user raw data, a characteristic label is generated based on user characteristic information obtained, and a network advertisement is delivered according to the characteristic label. Therefore, the advertisement can be delivered to particular users and the click ratio of the advertisement is increased.